By Amy Houston, Senior Reporter

September 21, 2022 | 3 min read

Building on last year’s ‘What’s your thing?’ brand platform, furniture retailer DFS has launched a wild campaign featuring a whole pack of animals who are unapologetically themselves.

In ‘Animal Thingdom,’ viewers go deep into a range of decked-out habitats filled with interiors to suit all manner of tastes. There’s a self-obsessed peacock who can’t stop looking at himself in the mirror, a family of DJing bats, a couple of super relaxed lizards, a cosy family of home-loving hedgehogs and a golf-obsessed tortoise.

The campaign hopes to encourage people to celebrate their individuality and embrace whatever their ‘thing’ might be. It’s led by a TV spot and will be further amplified through video-on-demand (VOD), social media, radio, digital display, digital out-of-home (DOOH) and print across the next quarter.



Marketing director: James Brewer

Senior creative manager: Kim Knowles


Executive creative director: Dan Watts

Creative directors: Charlie Gee and Tian Murphy

TV creatives: Chris Bovill and John Allison

TTL creatives: Rohit Tharakan and Fei Waller

Managing partner: Sam Morgan

Business director: Gina Hood

Account director: Dan Hughes

Senior account manager: Isobel Kai

Chief sales officer: Mark Sng

Planning director: Chris Turner

Head of production: Tom Moxham

Acting head of production: Charlotte Lipsius

Agency film producer: Sophie De Lacey

Senior project manager: Amanda Nixon

Senior project manager: Emily Henderson

Business affairs: Sarah Brown


Production Company: Drool

Director: Freddie Powell

Executive producer: Genevieve Sheppard

Producer: Jess Wylie

Director’s assistant: Joe Paul

Director of photography: Patrick Meller

Production designer: James Hatt

Production manager: Harriet Staples

Production assistant: Bella Russell Flint

1st AD: James Sharpe

Creature effects supervisor: John Nolan

Puppet captain: Rob Tygner

Edit house: Trim Editing

Editor: Thomas Grove Carter

Assistant editor: Joey Henshaw

Offline producer: Noreen Khan

Post House: Untold

VFX supervisor: Alex Grey

VFX lead: Jack Harris

Asset lead: Mary Doyle

Colorist: Aubrey Woodiwiss

Chief creative officer: Neil Davies

Exec producer: Tom Igglesden

Producer: Ella Glazer

Sound house and producers/team: 750mph

Sound design/mix: Sam Ashwell and Mike Bovill

Audio producer: Olivia Ray

Music supervision company: Birdbrain

Photographer: George Logan

Senior Producer: Ben Hills

Photographer agent at Horton-Stephens: Paul Cowen

Set designer: Adi Van Zyl

Retoucher: Mark Baxter

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