Normy brought Mutual Friends in ahead of launch to shape its creative direction and go-to-market strategy for the holiday season, when attention is hardest to win and ad costs are at their highest.
We led brand consulting and creative direction, clarifying how Normy shows up across campaigns, content and partnerships. We ran paid social strategy and execution, built content planning frameworks for consistent storytelling, and supported PR, gifting and influencer outreach to extend reach beyond ads.
Alongside launch, we planned Comfort Reframed with Atelier Midi: an evening inside one of the studio's latest residential projects, where Normy blankets moved through the space as everyday sculpture, with Matcha Dive, Aesop, Barbet and LOHN as partners.
The launch gave Normy a clear creative direction and a marketing foundation built to outlast the holiday rush. With paid, content and partnerships working under one strategy, the brand moved past a single launch moment into sustained momentum heading into 2026.
