First Chief Mood Officer, Teddy Swims

FlyteVu Launches Marketing Campaign for Ashley Starring the Brand’s First
Chief Mood Officer, Teddy Swims
Music and style-themed campaign introduces Ashley Luxe, the company’s brand-new premium brand

FlyteVu, the award-winning full-service creative and culture agency that creates bold, culturally driven campaigns, is launching a high-profile integrated marketing campaign for Ashley‘s (formerly Ashley Furniture) Ashley Luxe, its elevated collection, that stars music sensation Teddy Swims.

Ashley, North America’s largest furniture store brand, just announced that Grammy-nominated artist Teddy Swims has been named the company’s Ashley’s first CMO – its Chief Mood Officer--a move timed to spotlight the Ashley Luxe collection that delivers premium furnishings at a practical price. In the campaign, “Teddy Swims for Ashley Luxe,” Swims spotlights how music, style and design can come together to create the mood of a space, reinforcing the idea that a room is defined not only by how it looks, but how it makes you feel.

FlyteVu has served as one of Ashley’s PR agencies since 2023 and added talent/influencer work to their remit in 2025. The agency helped launch Ashley Luxe in April 2026 with Hailee Steinfeld as the face of the new line. Teddy Swims marks an elevation in the Ashley Luxe celebrity partnership strategy.

“Teddy brings a ton of personality to everything he does and is completely unapologetic about who he is,” said Linda Knight, Chief Creative Officer, FlyteVu. “We built the Ashley Luxe campaign around him and gave him room to be Teddy. He dances, kicks back, hangs out with his teddy bear sidekick and brings these beautifully designed spaces to life. That’s the point. Luxury does not need to feel stiff or out of reach. It can have personality, playfulness and still feel elevated.”

The campaign began when Ashley tasked FlyteVu with building greater awareness and cultural relevance for its new line of five distinct, elevated collections--Bracken, Neo, Calden, Modero and Whitehaven. The agency developed a music-led strategy rooted in the connection between personal style, music and home design that depicts how furniture helps define how a space looks in the same way music defines how a space feels. This insight became the foundation for a broader music platform built to showcase Ashley Luxe through the lens of modern artists and their unique tastes, personalities and styles.

FlyteVu pursued Teddy Swims because he represented the ideal talent and personality that would bring the platform to life. His distinctive sense of style, expressive personality and deep connection to music made him a natural fit for Ashley Luxe and inspired the innovation of the “Chief Mood Officer” role. The partnership provided an opportunity to showcase the collection in a way that felt authentic to Teddy while reinforcing the idea that creating a home is about more than aesthetics. It’s about creating a space that reflects how you want to feel.

FlyteVu translated the strategy and the Chief Mood Officer platform into a series of video concepts and content that creates a parallel between Teddy Swims’ music, personality and style with the collection’s elevated design and comfort. The campaign was based on building an intersection of music, culture and home design that served as a platform for Ashley Luxe to connect with consumers far beyond the boundaries the traditional furniture category.

The campaign breaks October 6 and will run through June 2027 in the U.S. and Canada. The creative assets include 12 videos, 20 photographic stills, audio spots and BTS and B-roll videos that will run on
paid social channels (Meta, YouTube), organic social channels (Ashley and Teddy Swims), Pandora, digital media, CRM, ecommerce sits, in-store and on the Ashley website and owned and operated channels.

The director of the campaign videos, Alex Chaloff, has worked with Teddy Swims multiple times, including directing the music video for Swims’ smash hit, “Lose Control”. The music used in all the hero videos was pulled from the new Teddy Swims single, “Mr. Know It All,” which will be featured on his next album, “Ugly,” which drops January 22, 2027.