Sofas & Stuff Uncommon Threads Campaign

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.

“Another demonstration on why you’re the perfect creative partner. Thank you for all your support and hard work. The campaign is wonderful and is performing brilliantly. ”
— Ricky Partner, CMO at Sofas & Stuff

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 - James Bannister
Camera Assistant - Ionanna Marti
DOP - Hal Pilkington
Photography - Sarah Weal

Skye McAlpine

A Christmas dinner table setup with elegant plates, glasses, and gold accents, candles, a festive cake, and a decorated Christmas tree in the background.
A cozy living room corner with a pink tufted sofa, a round side table, a green table lamp with a patterned shade, framed photos, and wall art. Pink vertical blinds cover a window.
A woman in a red top and a floral pink skirt decorating a fireplace mantel with holiday greenery and ribbons, looking at her reflection in a large ornate mirror.
A woman sitting on a pink sofa with floral pillows in a room with pink curtains, a side table with framed photos, a lamp, and a patterned rug.
A woman in a red sweater and floral pink skirt standing in a dining room, opening a cabinet filled with glassware and china, while holding a decorated plate, with a decorated table in the foreground.
Collection of vintage copper molds and decorations featuring animals, fruits, and abstract patterns mounted on a wall.
A black grand piano with sheet music on its stand, a yellow wicker lampshade on a brass floor lamp, a pastel pink wall, a radiator, and a decorative wall hanging with a landscape scene and floral details.

Jeremy & Cath Brown

A holiday dinner table with a white candle holder with three lit candles, a bowl of oranges, a copper teapot, and various dishes and decorations, with people reaching across the table.
Front of a house with a thatched roof over a wooden door and a small window above.
A charming cottage with a thatched roof, a garden with shrubs, and a black and white dog standing on the grass.
A family of five sitting on a striped sofa, looking at a photo album with a dog lying in front. Christmas tree with ornaments and lights in the background.
A beige armchair in a cozy living room with a wall art featuring a blue bird and the text: 'I did not ask to be a bird but I am a bird'. A window with a small shelf, a framed photo, and a black adjustable desk lamp. A wooden beam across the ceiling.
Vintage bathroom with a freestanding clawfoot bathtub, a decorative folding screen with painted scenes, a wooden cabinet, and a landscape painting on the wall.
A man and woman standing on the front steps of a house, smiling. The house has a green door, with tumble weeds and plants around. The man has gray hair and is wearing a dark sweater and green pants. The woman has light brown hair and is wearing a dark sweater and black pants.

Natasha Landers

A colorful artwork hangs on a white wall, depicting a woman with dark skin wearing large sunglasses and jewelry, with a yellow wide-brimmed hat adorned with butterflies and a green band, and a vibrant orange feathered outfit. In front of the artwork, there is a wooden console table with a vase of red and pink flowers and two books, one with a pink cover and the other with a colorful cover. A decorative orange hanging paper lantern is also visible in the upper right corner of the image.
A dining room with a wooden table set for seven people, decorated with colorful candles and vases, surrounded by colorful chairs. Hanging from the ceiling are beige paper lanterns and a white paper star-shaped decoration. The room features a brick wall, a blue sliding door, and a window in the background.
Colorful chairs around a wooden dining table set with plates, napkins, and glassware.
A woman with braided hair and glasses sitting on a green velvet couch, petting a black dog lying beside her. Behind her is a decorated tree with ornaments, and a dog-shaped lamp with a lampshade on the side table.
Close-up of ornate crown molding with floral and rope designs on a ceiling, featuring decorative corbels and a partial view of a framed artwork on the wall.
Interior view of a living room with a brick wall, large framed artwork of a woman with earrings and a necklace, a yellow tool organizer on the wall with tools, a red vase with yellow flowers on a wooden sideboard, a record player, books, and a plant on the right side.

Evergreen content