About

A performance-driven collaboration designed for a new generation of gamers — where comfort becomes part of the competitive edge.

La-Z-Boy has long been associated with comfort, quality and craftsmanship. Performance Starts in Seat reimagines that legacy through a collaboration concept with Faker, one of the most recognizable figures in esports. Centered on the launch of a La-Z-Boy gaming chair, this campaign targets Gen Z gamers, esports viewers and digital-native consumers ages 18–27 who see their setup as an extension of both identity and performance. Rather than positioning La-Z-Boy only as a traditional furniture brand, the campaign introduces it as a modern lifestyle brand that supports focus, endurance and everyday play. The central idea is simple: performance does not begin on the screen. It begins in the seat.

This project is illustrated through the PESO (Paid, Earned, Shared, Owned) model.

Prompt

Paid: Option 1

Creative Brief & Advertising headline/tagline

Earned: Option 1

Thought-leadership piece

Shared: Option 2

Infographic

Owned: Option 2

SWOT analysis