// EMPIRE TODAY
CATEGORY - WEB // TV // ADLOB
SOFTWARE - PHOTOSHOP // FIREFLY
ROLE - ART DIRECTION & DESIGN
The Challenge
Position Empire Today as a differentiated, emotionally resonant brand in a category dominated by functional, promotion-driven competitors. Flooring purchases often create stress and anxiety—80% of consumers worry about selecting the wrong product—and many deprioritize renovations due to these concerns. The objective was to connect with audiences on an emotional level while building awareness, consideration, and high-quality leads for this RFP.
The Solution
Partnered with a Creative Director (Copy) to develop concepts that directly addressed consumers’ emotional needs, framing Empire Today as the flooring specialist that alleviates stress while delivering speed, expertise, and affordability. Creative highlighted in-home convenience, expert guidance, and everyday low prices, balancing emotional reassurance with rational benefits. This approach positioned the brand as uniquely empathetic, approachable, and reliable, differentiating it from competitors’ purely functional messaging.
The Results
The work successfully resonated with both the client and internal executives, leading to winning the RFP and laying the foundation for subsequent campaign development. Concepts were praised for their strategic insight, clarity, and ability to translate consumer anxiety into a compelling, differentiated brand narrative. The campaign demonstrated how emotion-driven creative can elevate consideration and drive higher-quality leads in a traditionally functional category.
CONCEPT 1: FOR EVERY WALK OF LIFE
We believe floors are more than just flooring. They’re a stage where life's magic happens every day. From impromptu karaoke nights and first birthdays – to baby steps and ball tosses – your floors host it all. As the unsung heroes and the silent storytellers of our homes, we believe it’s time to rewrite the script on flooring.
At Empire Today, floors are all we do. And we know new floors are really about more than just something we walk on. They transform the sounds, scents and style of your entire home from the ground up. Picture the inviting warmth of hardwood flooring, the cozy embrace of plush carpet, the modern style of laminate, or the timeless charm of tile…all as unique as you are.
Rediscover the magic beneath your feet and celebrate Every Step of Life with Empire Today.
CONCEPT 2: WALL-TO-WALL AWE
That friendly game of TWISTER gone sideways? Awe-Snap.
Trying a new Pilates move that looked easier online? Awe-Sh#@.
Your baby using the dog bowl as a splash pool? Awe-Adorable!
With Empire Today, we want your home to feel exciting and fresh every time you walk through the door. Whether you're playing a wild game of TWISTER or trying out a new Pilates move, your floors should be ready for all of life's moments.
We make getting new floors simple and stress-free. We take care of everything—measuring, moving your furniture, and installing—so you don't have to lift a finger. In no time, your place will feel completely renewed, with a look that makes you say "Awe-Yeah" every time you step inside.
