RES IPSA | Handwoven History Campaign

The Work

A rug that has stayed still for a hundred years isn't finished, it's waiting. Handwoven History is a campaign built on that idea. Pairing intimate close-ups of century-old kilims with the clogs and loafers they're transformed into, the work splits the screen between past and present, showing the history behind each piece while making the transformation impossible to miss.

I developed the campaign concept and led the creative direction and execution across a series of performance-driven ads for Meta and Google. The system was designed to translate the story of the materials into clear, distinct creative across formats, connecting the history of each rug to the product it becomes. 

Individual ad creatives from the campaign generated 7+ ROAS.