CenturyLink Prism’s Couch Chameleons campaign was simple: photograph people at one with their couch, enjoying CenturyLink Prism television so much that they’re actually beginning to blend in.
“When I first saw the concept presented by Arnold Worldwide, I was so excited. I knew it was going to be amazing. It would be such a fun idea to bring to life,” said photographer Randal Ford.
While the CenturyLink campaign came to Randal with the idea pretty intact, it was up to Randal to implement it. It all started with the couch.
Randal came up with four different couch eras and styles, and then brainstormed what type of room the couch would be sitting in, and who would most naturally be sitting on it.
The first couch was a 1970s plaid model in a dated home, a little bit of a mess. The couch sitter would be in his pajamas. There would also be a mid-century modern couch, a boho loft-style couch, and one that Randal nicknamed “Grandma Glam.”
“Grandma Glam was eclectic, in a sort of older, traditional style,” explained Randal. “Golden Girls meets Iris Apfel.”
Once the scenarios were determined, they got to work building the sets. “We upholstered three out of four of the couches in the same fabric that was used to create the wardrobe.” The boho couch and couch sitter were created in different but nearly identical fabrics.
“We worked with a fantastic prop stylist/set designer team,” said Randal. “They did a terrific job.”
The photographs were used exclusively for a new social media content marketing/advertising campaign and were shared on CenturyLink Prism’s Facebook and Instagram accounts.
The series of photographs was included in the International Photo Awards, and the photograph of the 1970s plaid guy, which is Randal’s personal favorite, was selected for Best in Show.
There’s a certain amount of realism in that shot that I really like. The guy’s a little heavier set, sitting on an older dingier couch, and the grainy lighting we were able to achieve is really natural, it shows off the glow of the television,” he said.
“I definitely wanted to photograph all of the images in a way that would feel consistent from one shot to the next, but still have its own unique mood,” added Randal.