La-Z-Boy

Creative Strategist / Art Director

THE SITUATION: How do you sell the ultimate "Dad Chair" to a woman whose home looks like a curated Pinterest board? The "Burned-Out Perfectionist" didn't design her living room to have a bulky leather recliner ruin the vibe; she designed it to impress. But the reality of her evening finds her stiffly perched on a "sculptural" sofa, doom-scrolling and uncomfortable, while the rest of the house claims the cozy spots. La-Z-Boy needed to break the stigma among sophisticated women who saw the brand as an aesthetic compromise, not a wellness essential.

THE APPROACH: Designed for Her Lazy Ritual. We realized that for the modern woman, "lazy" isn't an insult—it’s a goal she rarely reaches. Like a modern "Princess and the Pea," she is hyper-sensitive to the hard layers of life: the mental load, the notifications, the stress. We shifted the conversation from the mechanism of the chair (the lever) to the sanctity of the ritual (the escape). By positioning the La-Z-Boy as the only object engineered to meet her high standards of rest, we turned a "guilty pleasure" into an essential tool for reclaiming her space.