The Loft
A New Spin on Laundry.
Role – Art Direction
Laundry Loft – Supergood
Collaboration – Sofia Gonzalez Irigoyen, Zuzanna Ziolkowska, & Anjanette Reed
The Challenge
Laundry Loft is redefining what a laundromat can be, but young Brooklyn professionals still see laundry as a chore. How could we change that perception?
The Insight
People don't just look for places to do things. They look for places to belong. Laundry Loft is more than a place to wash clothes — it’s the third space between home and work where people come together.
The Solution
We’ll show viewers that the third space they’re looking for has been at Laundry Loft all along. By leading with the energy of an NYC event before revealing where it’s all happening, the ad challenges what people expect a laundromat to look and feel like. Laundry Loft becomes a destination first and a laundromat second, making laundry the excuse to show up — not the reason to leave.
The Process
This spot was produced entirely with AI, including storyboarding, image generation, and final editing.