MONTANA FURNITURE

Launching free personality

The task was to create the concept for Montanas new shelving system; Montana Free. A flexible, freestanding furniture.

Cover it with memories or go full-blown minimal

Montana Free is an open-shelved system, for a younger target group. With Montana Free is as much of an identity or style statement as it is a container of things. We launched a story of how each individual personality creates it’s own Montana Free furniture.

Freedom is not a feeling, it´s a lifestyle

We developed a 360° communication concept and created all campaign materials across platforms and media. Including photography, film production art direction, graphic design and final files for launch.

Playful content

We designed a content strategy that teased the product for pre-launch and unfolded it for launch. A variation of playful cutdowns and Gif animations to accommodate the platforms and the younger target group.

A not-boring assembly film

Alongside showing the well-known details and quality of Montana, we wanted to create evidence of just how easy Montana Free is to assemble and personalize. The film is lively and playful and used in various lengths for furniture fairs, in-store and online.

“Freedom is not knowing

what tomorrow will bring”

Unfolding product potential

We art directed the photography enabling the shelves to truly embody the concept of freeing one’s own personality

Credits

Copy: Thomas Nørgaard
Photo: Yellows Studio
Post production & editing: Hide The Zebra
Models: Elizabeth Holstein & Caroline Appel
Direction: Hide The Zebra / Ruby&Red