Furniture maker Keilhauer needed to to get noticed at NeoCon, the event for furniture design. And it had to to so for a fraction of what heavy hitters like Herman Miller dish out for the event.

So we announced their premiering furniture line, Untucked, with a sculptural yet cost-effective experience inspired by Keilhauer’s approach to design—concepts crafted on paper, taking flight into something greater. Hundreds of deconstructed sketch books became a physical metaphor for ideas taking flight. The showroom was further immersed in custom artwork and motion graphics, replete with  share-worthy photo-ops like wings fabricated from sketchbooks.

A favorite among attendees, the experience garnered thousands of shares within hours. More significantly, NeoCon judges awarded Keilhauer Best of Competition.