Once regarded as a super-premium appliance pioneer, JennAir found itself vulnerable and out of touch after decades of resting on its laurels. The brand had become synonymous with “entry-level luxury”. As the competition continued to win with their same stainless-steel suites and monotonous idea of luxury, JennAir needed to reboot. “Bound by Nothing” was designed to tear down this old idea of luxury. To bring progress to a stagnant category. This platform attracted renewed attention, desire, and demand from up-and-coming affluents and design professionals, for the first time in years.
Awards: Gold Effie 2019 Home Furnishings and Appliances, 2019 Drum Design Award, 2018 Architecture Digest Best in Show
Team: Creative Direction: Andrew Carlson + Atit Shah + Tyler Forster | Design: Eric Leighton + Megan Bednarczyk | Art Direction: Alex Haglund | Copy: Sam Bordignon