Mad
Living
The furniture was already worth looking at. The opportunity was showing the people, personality and ideas behind it.
Social strategy · Content production · Storytelling
- Scope
- Social media strategy, content production & storytelling
- Industry
- Furniture & Interior Design
- Year
- 2024
The feed showed
the finished piece.
Not what made it matter.
Mad Living is a Costa Rican furniture manufacturer and interior design firm whose work lives in homes, hotels, restaurants and shops across the country.
The furniture always photographed well. But the social feed ended at the polished shot: the styled corner, the finished object, the catalog view. The craft, the process and the people building each piece were mostly invisible.
That meant the audience could see what Mad Living made, but not necessarily why it was worth choosing. The opportunity was to move the story from appearance to trust.
We took the feed
into the workshop.
The content plan widened the frame: not just finished furniture, but the making, installations, everyday decisions and the people behind the work.
Show the making.
Materials, construction, workshop moments and installations — the work that happens before the finished room.
Put people in it.
The owners, the team and the thinking behind individual pieces became part of the brand's visible story.
Build recognition.
The goal was a feed that felt like Mad Living itself — a real place with a point of view, not a sequence of product shots.
The real shift wasn't in the numbers — it was in how people responded.
Engagement climbed, but the more revealing response came in direct messages. People began writing to the owners about the story behind the brand — the workshop, the craft and the people building each piece. Mad Living started to feel less like another furniture store and more like what it actually is: a real place, made by real people, with a story worth knowing.
A catalog shows you what a brand makes. We wanted people to know who was making it.