Furniture Product Launch TV Commercial & Brand Awareness Campaign for CHITA Living

CHITA Living needed to launch its new modular sofa, offered in two colorways, through a relatable product-awareness TV commercial. The entire campaign had to be filmed in a single day across two separate locations: a neighborhood bar and a residential home where most of the lifestyle and product footage would be captured.

The residential location already contained fully furnished rooms, so our production team needed to remove and safely store the existing furniture, transport both sofa colorways, and redesign the space around the CHITA product. Accomplishing two complete furniture setups, a company move, narrative scenes, hero product shots, and campaign photography within one day required precise planning and coordination.

Feel Right Inc. developed a humorous, relationship-driven concept built around something nearly every couple can understand: making a major commitment to a new piece of furniture.

The story follows two men enjoying a rare night out at a local bar while their wives relax together at home on one of their new CHITA modular sofas. The conversation playfully treats purchasing a couch like a serious relationship milestone, creating a natural connection between the narrative and the product without relying on a traditional furniture demonstration.

Our team managed the campaign from concept development and casting through location logistics, production design, filming, photography, editing, and final delivery. At the home location, the art department removed the existing furniture and completely restyled the space for CHITA Living. Both sofa colors were then staged and filmed through carefully scheduled resets before the production moved to the bar location to complete the narrative.

Feel Right Inc. successfully captured both modular sofa colorways, two distinct locations, narrative performances, lifestyle scenes, hero product footage, and photography within one production day.

The final campaign gave CHITA Living a relatable product-launch TV commercial supported by multiple video cutdowns, social media assets, product-focused content, and lifestyle photography. By building the product into a memorable story and maximizing every setup, the campaign provided CHITA with a cohesive content library for television, digital advertising, social media, e-commerce, trade shows, and out-of-home promotion.

The entire CHITA Living campaign was produced in one day across two separate locations: a neighborhood bar and a residential home. Our schedule had to accommodate narrative scenes, lifestyle footage, hero product shots, photography, two sofa colorways, and a full company move between locations.

Careful pre-production allowed our cast, crew, camera department, art department, and furniture-handling team to move efficiently through each setup. Both versions of the modular sofa were transported, assembled, styled, filmed, and photographed within the same tightly coordinated production day.

We developed the commercial around a relationship moment that many couples can recognize: making a major commitment to a new piece of furniture.

The story follows two men enjoying a rare night out at a local bar while their wives relax together at home on their new CHITA modular sofa. Their conversations humorously frame buying a couch like a major relationship milestone, allowing the product’s comfort, design, and role within the home to come through naturally.

Rather than creating a traditional furniture advertisement built entirely around features, Feel Right Inc. placed the sofa at the center of a memorable story designed to connect with couples and build awareness for the product launch.