“Bound by Nothing” is the relaunch of JennAir (Whirlpool’s luxury brand). The campaign launched as an overhaul of JennAir's brand with a new suite of products, new broadcast, print, website, retail, OOH and social channels. JennAir started from the ground up and designed their new suite of products with the insight from Tesla and Apple designers. People are locked into the norm of old-school luxury when it comes to appliances. "'Bound by Nothing' is about deprogramming those preferences. JennAir is challenging conventions of the category, design, and the inherited perceptions of luxury should be.