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Creature launches first campaign for flooring retailer Tapi

The spot stars Strictly Come Dancing choreographer Jess Khan-Lee and aims to show the world the vast opportunities when finding your perfect floor

By Elliot Leavy

Creature's debut campaign for Tapi sees Strictly Come Dancing choreographer, Jess Khan-Lee work her way around the room, accompanied by in-camera trickery and a jazzy number, to illustrate how the flooring company helps its customers “See Flooring Differently”.

The integrated brand campaign shows Khan-Lee regale a family with a world of flooring opportunity that aims to shift Tapi from challenger brand to the ‘go-to’ place for flooring.

Josh Dando, creative director at Creature said: “Tapi are a company that really do things differently and it's been great to work on a campaign that has that mindset at the heart of it. It’s allowed us to create something truly standout in the world of flooring and we can’t wait to get people’s toes tapping!”

Johanna Constantinou, marketing director at Tapi added: “Building a robust brand strategy before approaching the creative territory meant that the platform is a true reflection of our original brand essence. We pride ourselves on starting with our customers and working backwards. We deliver exceptional customer experience and are moving flooring into the world of self-expression rather than a utility purchase. We’re disrupting this category and ensuring that our customers ‘see flooring differently’.

The fully integrated campaign launches with a 30” brand film and includes two new DRTV ads, PR social, instore and digital.


Agency: Creature

CEO: Dan Cullen-Shute

Chief Client Officer: Hanisha Kotecha

Chief Strategy Officer: Andrew Gibson

CCOs: Ben Middleton & Stu Outhwaite-Noel

Creative Directors: Josh Dando & Steven Dodd

Strategist: Jenika Hadipour

Account Team: Jasmine Portman, Victoire N’Dri

Producer: Hanna Davis

Director: Luc Janin

EP: Emily Rudge

Producer: Lucy Chambers

DP: Dan Holland

Production Designer: David Hamilton

Wardrobe: Florence Jones

Casting: Coralie Rose

Choreography: Jess Khan Lee

Editor: Phil Currie @ Stitch

Grade: Jack McGinity @ Cheat

Sound Design: Martin Leitner @ Sounds Good Studio

Photography studio / retouch: Barney and Tom Studios

Music Company: Mad Planet

Media Agency: 7 Stars


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