LOS ANGELES, USA — DTC machine washable rug company Ruggable has tapped storytelling production company 1stAveMachine and Red Antler for their latest campaign, “Take the Floor.”
The film is directed by 1stAveMachine directing duo Mathery, who have helmed successful campaigns for Orbitz, Olly, Deloitte, A101, Mega Ice Cream, and more. Transitioning between two juxtaposing worlds, the campaign aims to move beyond the traditional, stuffy home decor typically portrayed in advertising and embrace the idea of the home as a safe haven where people can express their creativity and individuality — all with Ruggable’s colorful collection of machine washable rugs as creative centerpieces.
The brand film follows four separate protagonists that have too much color and personality for the bland, restrictive world in which they exist. They move through humorous everyday scenarios, looking for an outlet to help them express themselves. Then, using a combination of cinematic techniques, the four leave the bland world behind and artfully transition to the aspirational, relatable and emotional Ruggable world. Finally, there are no more rules — it’s a space where everyone can be free to live fully and fearlessly.
Versatile across video, digital and experimental content, 1stAveMachine’s award-winning work has been featured across the globe. This campaign comes on the heels of several other recent successful collaborations with global brands like Ford, Apple, Google, Samsung, DoorDash, Instagram, Macy’s and Bumble, to name a few.
CREDITS:
Client: Ruggable
Campaign Name: “Take the Floor”
Agency: Red Antler
Senior Producer: James Silverman
Senior AD: Grace Hwang
Senior CW: Helen Gallagher
ECD: Lindsay Brillson
Account Director: Ru Sole
Client
Jerry Spears
Miles Casupanan
Alexandra Hart
Cassandra Leisz
Production Company: 1stAveMachine
Director: Mathery (Erika Zorzi, Matteo Sangalli)
Partner/Executive Producer: Sam Penfield
Executive Producer: Peter Repplier
Head of Productions: Ella Nuortilla
Producer: Elizabeth Collins
Service Production Company: B2Y Productions
Executive Producer: Alexander Kenanov
Production Manager: Kristin Arakchieva
Coordinator: Velika Jeleva
1st AD: Yana Vikatorova
2nd AD: Elena Radeva
2nd Unit AD: Velina Shtarbakova
Finishing
SFX Supervisor: Yovko Dolgandzhiyski
SFX Coordinator: Antonia Tocheva
SFX Technician: Andrei Velchev
DOP: Anton Ognyanov
Prod Designer/Art Director: Evelina Velichkova
