The collaboration

Collaborations are everywhere in interiors. A new collection lands, a few images go up, and then it quietly disappears.

This one had more going for it.

Ellen Merchant’s relationship with Pooky started with a student competition in 2022. This is now her third collection.

But zoom out slightly, and there’s a bigger story.

We’ve been working with Pooky for five years - starting by building out a network of creators, now over 700 interiors and lifestyle creators, and evolving into a long-term, embedded creative partnership.

Over time, this partnership has become the driving force behind some of Pooky’s highest-reaching content - well beyond the brand’s own audience.

So when a collaboration like this comes along, it doesn’t start from zero. It already has momentum behind it.

The approach

The interesting part wasn’t just the product (although that was beautiful!). It was the story around it - and how to make that story travel.

So the focus was on giving it space to unfold, rather than trying to say everything at once.

There was also a deliberate shift in how this showed up. Instead of adding to the usual stream of content, we treated it more like an editorial campaign - fewer pieces, more considered, each one doing a specific job.

The aim wasn’t to post more. It was to make it stand out.

How it came together‍

The campaign naturally broke into three parts:

1. Starting with the idea

The first launch piece didn’t show the collection at all. Instead, it stayed with the inspiration - Ellen’s life outside of London, in her garden, sketchbooks, fabric swatches, the English countryside.

It felt like the right place to begin. A bit slower, more personal. Something to draw people in before introducing the product itself.

2. Introducing the collection

The launch came through Ellen’s voice.

A collaborative post, reflecting on how things had evolved from that first competition.

It meant the collection landed with context - not just “here it is”, but “here’s how we got here”.

Alongside that, the visuals did their job: studio portraits, in-situ shots, close-ups, details.

Clear, considered, easy to engage with.

3. Showing the process

From there, it made sense to go a bit deeper.

How ideas moved from sketchbooks into actual shades.
Working with Pooky’s team.
Refining, adjusting, figuring things out.

This is the part that often gets skipped.

It’s also the part people tend to care about most.

Where the difference comes from

None of this happens in isolation.

When there’s already a consistent body of work behind a brand, a collaboration doesn’t need to do all the heavy lifting on its own.

It becomes part of something bigger - shown in different ways, across different moments, building familiarity over time.

The same assets weren’t just used on social. They were carried through into email and press, giving the whole launch a bit more consistency and reach.

That’s what makes it stick.

What worked

Holding the product back slightly at the start gave everything a bit more shape. 

Letting Ellen lead made the whole thing feel more natural.

Spacing things out meant it didn’t all disappear after a few days.

The more editorial approach also gave the whole thing a bit more presence. It didn’t feel like something to scroll past.

What this means for interiors brands

A lot of collaborations are over before they’ve really had a chance to land.

Everything gets posted at once, and that’s that.

But when there’s a genuine story behind it, it’s usually worth slowing things down a bit.

Letting people follow along, rather than trying to deliver everything in one go.

The takeaway

A collaboration can be a moment. Or it can become something bigger - an idea that travels.

The difference often comes down to what you hold back.

Show everything upfront, and it’s over quickly. Build a bit of intrigue, and people have a reason to keep watching.

From there, it becomes a campaign - one that carries across social, email, press and paid media, builds a cohesive body of work, and reaches people at different points, in different ways.

The same assets don’t just sit in one place. They work harder - adapted, reused and seen in different contexts.

You’re launching a beautiful product while giving it multiple chances to land.

That’s where the value is.

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If you’re thinking about how collaborations fit into your wider approach to social, we are always happy to talk. Get in touch with us here →