Let’s take this outside
Burrow, five-plus years into its existence, has grown into a go-to destination for innovative, stylish furniture for inside the home. But the next frontier was taking all of that design ingenuity out the front door. Or back door. Or sliding door. Outdoors.
For this project, I played many roles, from naming (it’s called the Relay Collection) to art direction and, of course, my actual function, copywriting.
We shot the photos in Venice Beach, California over one of the rainiest stretches in Los Angeles history. Very convenient for a shoot that’s supposed to be sunny and summery!
We took a risk and gave the Relay Collection the spotlight on our homepage for the launch. Normally, we stick to our bread and butter (indoor modular seating) for this prime real estate, but we wanted to make it clear that we were serious about entering the outdoor furniture category.
I particularly liked this headline for the outdoor dining products.
Moving pictures
Did I mention that I was also talent for this shoot? If you’d like to hire me, you’ll have to talk to my agent.
Direct to the mailbox
Mailers targeted to suburban customers, because us city folk don’t really have big backyards for outdoor furniture. Or even big mailboxes, for that matter.
Product storytelling on the web
We take PDPs very seriously at Burrow. Go click around a few other e-commerce furniture websites and you’ll notice something: lots of pictures, facts, and specifications, but not a lot of story. Not a lot of heart.
Our furniture is very function-forward, but the reason for that is because it’s designed to fit into real life. We’re a lifestyle brand! And so, we go deep on story in our PDPs. Outdoor was no exception. We relate every functional point about Relay back to an element of our customers’ lives, and we make sure the furniture looks great while we’re at it.
Credits
Creative Director & Copywriter: Me!
Head of Production: John McGregor
Designers: Liz Zalewski & Julia Aguam
Web Designer: Ricardo Ortiz
Photographer: Matthew Williams
Stylist: Natasha Louise King
Producer: Nicole Watson