: : : Home Concept campaign /// 2016 : : :

we don't call it furniture,we call it art.

The brief
Home Concept wanted to reposition itself – not as just another furniture retailer, but as a design brand with soul.

The goal: create a campaign that was artistic, edgy, and bold, while blending stylish staging with handcrafted quality.

The core message:
“Our furniture isn’t just furniture – it’s character. It’s art. It’s expression."

The idea
"We don't call it furniture. We call it..."
Each visual completed the sentence differently:
Flair. Craft. Art.

What emerged was a modular campaign, where every piece became the main character – placed in stark contrast to raw, imperfect surroundings.
A chair became a diva.
A lounge chair, a stage.
A sofa? A bold statement.

The Execution
As Creative Director, I developed the concept, set design, visual storytelling, and typography system.
- Contrasts as a stage
Each piece of furniture was intentionally placed in “worn” environments – with peeling walls, cracked floors, and surreal lighting.
This visual contrast elevated every object into a gallery-like art piece.
-Colors with character
I worked with rich, vibrant tones – bold violets, luminous turquoises, deep reds – to give each object visual authority.
No matter how chaotic the setting, the furniture always stood at the center – proud and unapologetic.
- Typography staging
The line “We don’t call it furniture. We call it…” was handwritten into each layout – like a signature
- Shooting & Retouching
The imagery was custom-shot and carefully retouched – using color grading, textures, and deliberate visual “imperfections” to create a highly stylized and distinctive look.
- Measures & Playout
The campaign was used for:
- Print ads in interior and design magazines
- Citylights & billboards
- POS posters & catalogs
- Website teasers and social media content

The result
The campaign gave Home Concept a bold new identity: design-driven, artistic, stylish, and unmissable.

It was seen not just as furniture – but as modern art for everyday living.
And it clearly set the brand apart in a crowded market.

- Not a furniture store.
- A statement.
- A space that doesn’t just decorate – it expresses.

Client: Home Concept
Agency: Strategies BBDO - Cairo
Copywriter: Ahmed Ghandour
Concept & Art Direction: Ahmed Ghandour