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BEYOND THE SURFACE

Bringing design voices into focus

Mirage Floors’ Bluum Collection offered an opportunity to introduce a luxury flooring collection while strengthening the brand’s presence among British Columbia’s residential design community. Rather than relying on traditional product promotion, the launch created an opportunity to celebrate the designers shaping the region’s residential spaces and connect Mirage with the people behind them.
We developed an integrated marketing strategy that combined brand storytelling, original video production, designer engagement, and digital marketing. By putting local design talent at the centre of the campaign, we helped Mirage bring the collection to life through authentic industry perspectives while building meaningful connections and a stronger regional presence.

WHAT WE DID

  • AI launch video
  • BC Design Voices content series
  • Designer video features and behind-the-scenes content
  • Designer engagement and curated invitations
  • Dedicated BC landing page
  • LinkedIn and Instagram campaign

Bringing design into the conversation

The campaign placed local designers at the centre of the Bluum Collection launch, creating opportunities to showcase their expertise while introducing Mirage’s products through a more personal and engaging narrative. A cinematic AI launch video presented the flooring selection experience and the transformative possibilities of the collection, while BC Design Voices brought established BC designers Madeleine Sloback and Aleem Kassam together for conversations moderated by Mirage’s Paul Rivington about the future of residential design. Four designer features and a behind-the-scenes film captured these perspectives, creating six original videos that could support ongoing brand storytelling. To extend the initiative beyond video, we developed a curated designer engagement experience and a dedicated BC landing page to support the regional launch. A coordinated LinkedIn and Instagram campaign amplified the content across digital channels, strengthening the collection’s visibility and creating more opportunities for the design community to engage with Mirage.

Building connections through storytelling

The campaign helped Mirage strengthen its relationships within BC’s residential design community, generating eight new industry connections and two active project specifications. Six original videos established a reusable content library to support continued brand recognition and digital marketing, while BC Design Voices created a repeatable platform for celebrating local designers and their contributions to the built environment. By combining creative storytelling with targeted digital experiences and meaningful industry engagement, the initiative extended beyond a traditional product launch. It gave Mirage a way to connect its collection with the people who shape residential design, building a foundation for continued visibility and stronger relationships across the region.

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