NATIONAL BRAND CAMPAIGN FOR
LA-Z-BOY FURNITURE

THE CHALLENGE La-Z-Boy was synonymous with comfort—but also with a dated perception. The recliner was loved for lounging, yet rarely chosen as a design-forward piece in the home.

THE IDEA The campaign was built around a simple truth: comfort doesn’t have to look comfortable.

The New Look of Comfort reframed La-Z-Boy as a brand that could deliver both exceptional comfort and modern style, highlighting the range of products and customization available.

THE EXECUTION Each chair was carefully selected—from fabric and texture to nailhead details and foot finishes.

Photographed in isolation against a stark white background, the furniture stood on its own. No rooms. No people. No distractions. The result was a bold, highly graphic system that broke category norms and refocused attention on form, material, and craftsmanship.

THE RESULT An award-winning national campaign that repositioned La-Z-Boy as a brand where style and comfort coexist—reshaping how the category could be seen.