Feel Light Transformed™

Feel Light Transformed™

Hunter Douglas Debuts Brand Refresh in Collaboration with Wednesday Agency


Leading Custom Window Treatments Manufacturer Breaks the Mold of Advertising in the Home Space Through Its Visually Stunning Feel Light Transformed Campaign


PEARL RIVER, NY (September 9, 2019)—Hunter Douglas, the world’s leading manufacturer of custom window treatments, announced today the launch of its provocative new Feel Light Transformed™ brand marketing campaign that breaks the mold of advertising within the home industry. Celebrating its 100th year of innovation, Hunter Douglas is pleased to debut this inspiring new work from THE WEDNESDAY AGENCY (London) that showcases the unique light transforming properties of their premier window treatments, and the significant impact light has on the ambiance and mood of a room.


The Feel Light Transformed concept was born out of extensive consumer research to understand current brand and category perceptions, and probe for the most desirable window treatment features and benefits that would elevate their importance in the overall décor of a home.

“We recognized the need to identify a new, more culturally powerful and emotionally relevant role for the brand,” said Hunter Douglas Senior Vice President of Corporate Marketing, Vic Carlson. “The research findings made clear that beyond installing window treatments for practical purposes, homeowners place a high value on products that enhance everyday living. The notion of using light not only as a design element, but also to enhance one’s mood struck a real emotional chord, as did the added convenience of our smart home operating system. We chose to work with THE WEDNESDAY AGENCY to bring this story to life based on their deep expertise with luxury fashion brands and a highly modern approach to brand marketing that stands out in today’s cluttered and complex marketplace.”

Anchoring the campaign is a long-form cinematic-style film that follows the journey of light—from the outer reaches of space to the inner sanctuary of home—showing how sunlight is softly diffused as it passes through the window shade to create a serene room setting and moment. It conveys in an unexpected and thoughtful way how Hunter Douglas products transform light to enhance the beauty, comfort and ambiance of one’s home, while underscoring the impact of light on one’s overall state of mind and emotional well-being.

“Epic and unforgettable, this campaign takes the audience on a mesmerizing journey that indelibly establishes Hunter Douglas as the creator of ‘Transformative Light,’” said Alix Pennycuick, Executive Creative Director at THE WEDNESDAY AGENCY. “Our greatest natural luxury—pure sunlight—is transformed by Hunter Douglas product designs to become an irresistible modern luxury that enhances our homes.”

The campaign is launching with extensive TV, online video and print advertising and is also integrated across the company’s website, social media channels, email marketing programs and at point of sale.


About Hunter Douglas, Inc.

Hunter Douglas Inc., headquartered in Pearl River, NY, is the leading manufacturer and marketer of custom window treatments in North America and a major manufacturer of architectural products. 



Founded in 2003 in London, Wednesday Agency Group is the leading creative agency group for the fashion, luxury and consumer lifestyle industries. The group's creative agencies curate strategically-led advertising campaigns, online destinations, editorial content and innovative digital experiences to drive consumer engagement and awareness. A rapid growth trajectory within the space has been propelled by successful campaigns for high-profile clients such as Galeries Lafayette, Theory, Tory Burch, H&M and Net-A-Porter.

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