A journey through taste to launch John Legend's first furniture collection.
Context: Luxury furniture company Rove Concepts was joining forces with megastar John Legend for a collaborative collection. newkid was tapped to lead the naming, strategy, narrative, creative direction and launch of the campaign.
The director Theo Skudra, longtime photographer and music video director for Drake, was chosen to lead the film storytelling for the campaign. Entirely captured on 35mm film to bring warmth and texture to the launch.
Solution: We leaned into the meaning of ‘rove’ to unlock the naming and narrative of the collection, which is not only in the brand’s name but brings to mind journeys both literal and metaphorical. And for an artist who has lived such an incredible journey as John Legend, the Journeys Collection was a perfect fit.
