Uncommon Threads was a cultural brand platform for Sofas & Stuff that explored how personal rituals, objects and memories shape the way we live at home. Launched at Christmas and designed to extend beyond it, the campaign repositioned the brand through lived-in storytelling rather than product-led decoration.

The work centred on three cultural tastemakers: Skye McAlpine, Jeremy & Cath Brown (Feldspar) and Natasha Landers. Each was chosen for a distinct point of view on home and self-expression. Skye’s world is romantic and layered, shaped by food, heritage and hospitality. Jeremy and Cath bring a quieter, material-led sensibility rooted in making and restraint. Natasha’s approach is bold and expressive, using colour, art and repurposed materials to create spaces full of personality. Together, they represented a spectrum of authentic, lived-in styles.

The art direction prioritised honesty and intention. Real homes, natural light and tactile detail were used to frame sofas as part of everyday life, balancing intimate moments with wider cinematic compositions. Warm grading and subtle mixed-media textures gave the work a timeless quality, allowing it to move naturally from festive storytelling into more evergreen content.

The platform spanned brand and campaign strategy, creative concepting, social, print, OOH and digital, unfolding in clear phases from Christmas launch to January sustain. I led the art direction across the project, shaping the tastemaker roster, visual language and on-set execution to position Sofas & Stuff as a brand defined by personalisation, craft and individuality.

Creative Direction - Soledad Amando
Art Direction and Creative - Rianna Osanwuta
Senior Copywriter - Grace Jackson
Production - Alessandra Akiwumi
Project Management - Montserrat Alonso
Editor - Simon Attang

Director -
Ionanna
DOP - Hal Pilkington