Thos. Moser

After decades of producing ever-more refined furniture, Thos. Moser’s relentless attention to craft and detail resulted in an unintended problem for the brand. The furniture was being purchased to look at. People had come to believe that it was art, to be placed on a pedestal, not put to use. To re-establish Thos. Moser as the leader in the production of functional, purpose-built, handcrafted wooden furniture, we developed a campaign to highlight how the furniture is used, and reaffirm the primary consideration for its design and construction: Form follows function.