Nooz and Comex come together to make sure that through the perfect basics you transform your space and reflect your personality at every stage of your life. With the help of experts, through Comex colors and Nooz products, we want you to have: a space to be yourself, a space to create as an individual, an environment to connect as a couple, or simply a place to grow as a family.
Project Overview
This was a real-world collaborative campaign between NOOZ (a contemporary furniture brand) and COMEX (a leading paint brand in Mexico). The goal was to create a visual and emotional narrative that emphasized how color and furniture can transform a house into a true home.
The project aimed to align both brands under a shared storytelling strategy, showing how furniture and color can adapt to different life stages and emotional needs.
Challenge & Context
In the post-pandemic world, people formed deeper emotional bonds with their homes and both brands aimed to reflect this shift through relatable, real-life storytelling. The core challenge was translating intangible emotional stages like independence, connection, and growth into visual narratives that felt authentic. We needed to balance this emotional depth with brand consistency, all while working in real spaces with real families to ensure each story truly resonated.
Research & Insights
We conducted interviews with users from different life stages to uncover emotional needs and behavior shifts post-COVID. Insights revealed a growing demand for flexible, comforting, and nature-inspired living spaces. These findings guided product and messaging strategies—like modular furniture and curated color palettes—in collaboration with the brand’s internal teams. Personas included a creative freelancer, a nature-loving couple, and a family seeking warmth and functionality.
We conducted interviews with users from different life stages to uncover emotional needs and behavior shifts post-COVID. Insights revealed a growing demand for flexible, comforting, and nature-inspired living spaces. These findings guided product and messaging strategies—like modular furniture and curated color palettes—in collaboration with the brand’s internal teams. Personas included a creative freelancer, a nature-loving couple, and a family seeking warmth and functionality.
The digital nomad bedroom: a space to CREATE (setting up a first home).
A space to create
A space to connect
The couple bedroom: a space to CONNECT (navigating shared living).
The family bedroom: a space to GROW (building a family space).
A space to share and grow.
Ideation & Planning
We crafted a three-part storytelling framework designed to reflect key life transitions: CREATE (setting up a first home), CONNECT (navigating shared living), and GROW (building a family space). Each chapter was thoughtfully paired with color selections from COMEX palettes and NOOZ furniture SKUs that visually echoed the emotional tone of the journey. To bring the narrative to life, we developed detailed storyboards that emphasized authentic interactions within styled, lived-in environments. Scene planning was guided by spatial dynamics, natural lighting, and the emotional resonance of each user’s story—ensuring every shot supported the overarching narrative arc.
Design & Prototyping
We crafted distinct visual identities using furniture textures, color psychology, and lifestyle details. Moodboards and production plans aligned the on-site crew, while video and photo assets were captured for seamless use across web, social, and catalog platforms.
Testing & Iteration
Throughout production, we embraced a test-and-iterate approachgathering feedback from internal teams, brand stakeholders, and even the on-camera talent. We made real-time adjustments on set, fine-tuning lighting, layout, and dialogue flow. In post, we refined color grading and framing to maintain a consistent mood. After launch, we assessed engagement through social analytics to inform future content strategy.
Client Collaboration: Nooz & Comex
Creative & Art Direction : Sandy Avellaneda, Marifer Villarreal, Xochitl Abascal
Producer: Alejandro Verdejo
Photography: C129
Video: Alan Garrido