Fantastic Furniture and Are Media bring micro-drama to the living room

Fantastic Furniture and Are Media are tapping into the rise of short-form episodic storytelling with Fantastic by Design, a social-first series that turns a traditional room makeover into a competition competing lifestyle publishing brands.

The campaign brings together talent from Better Homes and Gardens, Woman's Day and New Idea, challenging each to design a living room using Fantastic Furniture's latest furniture, accessories and décor.

Rather than a conventional room transformation video, the multi-part series borrows from the conventions of micro-drama, using personality, rivalry and an unfolding storyline to encourage audiences to follow along and choose a favourite.

Megan Osborne, editor of Better Homes and Gardens, Katherine Chatfield, editor of Woman's Day, and Celia Whitley, senior content producer at New Idea, each take on the challenge.

“Room transformations are something our audiences already love, but Fantastic by Design takes the idea somewhere new. Bringing together three trusted brands and three very different creative personalities has created plenty of inspiration, rivalry and fun,” Osborne said.

“The short-form format allows the story to unfold across multiple episodes, giving audiences a reason to follow along, choose a side and ultimately decide which room comes out on top.”

The campaign gives Fantastic Furniture access to the combined social community ofall three publications, which then extends across digital and print.

It culminates in a consumer promotion on the Better Homes and Gardens website, where audiences can explore the completed rooms, shop featured products and vote for their favourite design.

Fantastic Furniture chief marketing officer Melissa Monneron said the partnership offered a way to reach new audiences through entertainment.

“Working with three trusted content brands allows us to bring Fantastic Furniture to new audiences through one entertaining story. We loved seeing Katherine, Megan and Celia bring their own perspectives to the challenge, and now we’re inviting Australians to join the fun, choose their favourite and find inspiration for their own homes,” Monneron said.