Custom by Rugs USA

As part of Rugs USA’s rebrand and ongoing evolution, I led the creative launch of the brand’s first-ever custom-sized rugs program—a milestone initiative that brought made-to-measure solutions to customers at scale.

Unlike previous campaigns, this launch required a dual focus: maintaining a high-end look and feel while also educating customers on a new, more complex shopping process. The campaign not only needed to inspire, but to instruct—guiding customers through measuring, ordering, and even sampling, with the introduction of swatch program to help inform their selections.

Shot in-home with an approachable model (and her dog), the campaign highlighted both the elegance and the durability of these rugs—designed to withstand real life while solving real design challenges, from unusually shaped rooms to oversized living spaces to extra-long hallways.

The result was a campaign that introduced Rugs USA customers to a new way of thinking about rugs: as customizable design solutions tailored precisely to their homes.

Photography + Cinematography by Mark Weinberg