Lovesac had spent years convincing people that a couch didn’t have to behave like a couch. Then they decided to hide a Harman Kardon surround-sound system, subwoofer, wireless charging, and a bunch of technology inside one.

So, naturally, we had to figure out how the hell to explain it.

I came into the StealthTech launch as head of creative, working alongside the Lovesac brand team to help oversee and guide the brand development around the new product, including its messaging, design, and digital experience. This wasn’t simply a new feature for Sactionals. It was a genuinely different kind of product, sitting somewhere between furniture, home entertainment, technology, and the strange magic of making speakers disappear inside your couch.

That created an interesting creative problem. The product was incredibly experiential. You could sit in a showroom, hear it, feel it, discover where all the technology was hiding, and immediately understand why it was different. Digital didn’t have that luxury. We needed to build an experience that could do some of that explaining, demonstrating, and surprising without the customer ever sitting down.

So we helped create the launch experience around it, developing how StealthTech would look, sound, communicate, and come to life digitally. We worked closely with the brand team across messaging and design, while the broader team built an interactive digital showroom that let people explore what was hidden inside the Sactional and understand a product that was much easier to experience than explain.

And because launch schedules enjoy destroying organizational charts, I eventually went from overseeing the creative to writing a good portion of it myself. We were on a time crunch, the work needed to get done, and sometimes creative leadership means setting the direction. Sometimes it means opening the document and writing the damn thing.

The launch went on to help drive significant increases in digital sales and conversion, which was nice confirmation that people actually understood what the hell we were talking about.

Fun behind-the-scenes fact: If you are ever an agency pitching Lovesac, do not — I repeat, DO NOT — propose using the song “Love Shack.”

The meeting will be over.

Luckily, I did not do this. But I have heard the stories.