Hunter Douglas is collaborating with textile designer and tastemaker Iris Apfel on an advertising campaign to promote the window treatment brand’s PowerView intelligent shade system.

Kicking off with a 30-second commercial video, the multimillion-dollar national TV buy campaign spans network primetime, cable, video-on-demand and online streaming TV and profiles the PowerView motorization system. The brand describes PowerView as an “intelligent wireless operating system,” which lets users program their shades to adjust over the course of the day to fulfill their own ideal lighting, privacy and energy efficiency needs. The shades can also adjust according to the sunrise and sunset times.

“There’s more to Hunter Douglas than beautiful shades,” said Apfel. “What I really love is the creativity and energy the company has put into making them more than just a window covering. Now you can have stunning window coverings that behave exactly how you want them to, exactly when you want them to. It’s a brilliant way of making your home reflect you—from what you do to what you love.”

The brand’s creative agency, Roberts & Langer, relied on director Daniela Federici to shoot the ad, on location in New York, following Apfel throughout her day as she uses the product. 

“For 2017, we wanted a disruptive marketing campaign that communicated the exciting possibilities of our intelligent PowerView system along with the trendsetting styles within our product line,” said Vic Carlson, Hunter Douglas SVP of corporate marketing. “Given our company’s leadership status in offering the most extensive breadth and depth of custom window treatment styles and our innovation track record—including the creation of product types that literally established several of the window treatment product categories that exist today—it was only natural for us to develop the most intelligent smart shade technologies to accompany the most beautiful window fashions.”

Carlson said of the new partnership: “Iris’s shared passion for timeless design and individual style made her the perfect muse for us. We both celebrate a devotion to bold thinking, quality, and design. And, as Iris says, ‘In your home, the right lighting is just as important as style.’”