UP NEXT: WALLPAPER

“Welcome back to the wire”

Scene 1: I’d love to HAVE the wallpaper before we begin prep. Reason being, the wallpaper can get previewed in the story

Product placement example:
The “unroll” of the wallpaper: example here by SB HOME AND GARDEN 

Humorously, this also presents us with a narrative PROBLEM to solve. The story becomes less predictable. The arch is not just “here is the wallpaper I want to hang up:

It becomes “I have this beatiful new wallpaper, but I cannot hang it until I remove this wire.

**And yes, there is more wire. The Entire south - and East facing walls are covered in a horrifying scene of old phone cables. So the story will continue much like “The Wire” started.

The audience is sort of comedically being welcomed into just how difficult every single renovation project at Château Asher really is. Its holes in walls ancient wiring, and mysterious objects uncovered every video.

This video also serves as a bit of a “Movie Trailer” to our official collaboration video for https://murals.it/… We’re telling the audience: WALLPAPER IS COMING!

This video will be the first ‘offical’ collaboration video. Between @landshouseandhome and muralswallcoverings

What do I mean by “official”:

It means the entire storyline of this video revolves around Wallpaper and getting it on the walls.

And there’s a rather wonderful story here: I have NEVER installed wallpaper. So, naturally, I intend to share the entire experience with my audience (including whatever mishaps unfold along the way).

As a side note, I do have a trusted “wallpaper guy” who will be informed of the project. Should I discover that wallpaper installation is entirely beyond my capabilities, calling him in for reinforcements could make for a hilarious subplot (something along the lines of “I had to call for help”).

Why This Storyline Works

One of the most interesting things we’ve learned from sharing home renovation and DIY content is that the less qualified you are to do something, the more people seem to want to watch.

I believe there’s a deeper psychological element at play here. So much home renovation content is beautifully executed, perfectly edited, and presented by creators who make everything look effortless. While inspiring, it can also leave viewers thinking, “Well, I could never do that.”

But when audiences watch someone hilariously fumble their way through a project and somehow manage to pull it off, something shifts. Suddenly, the project feels attainable.

It opens the door to a much broader, perhaps more Type B, audience: people who aren't necessarily perfectionists, don't have professional experience, and might otherwise never attempt a project themselves.

The entertainment comes from the uncertainty; the inspiration comes from watching someone figure it out.

And that, I believe, is precisely what makes this approach so effective for our audience.

Creative Inspiration for the Official Wallpaper Video:

I have several excellent reference videos in mind, each illustrating a different element of the final production.

1. The Actual Wallpaper Installation (Visual Direction)

One element we will absolutely include is footage of the wallpaper physically going onto the walls.

I particularly like how At Home with Bae captures the installation process. Rather than simply showing a before-and-after transformation, she allows the audience to watch the wallpaper being applied. That visual progression is essential to our storyline.

Reference: At Home with Bae — Installation Footage

2. The Narration and Personality (Storytelling Direction)

For the narration, I envision something closer to The Unlikely Countrywoman, a creator who also seems to find herself in a predicament every time she undertakes a home project.

There’s a wonderful balance between self-deprecating humor, storytelling, and the genuine determination to see a project through (regardless of how wildly things may go wrong).

This is much closer to the narrative personality I want to capture.

Reference: The Unlikely Countrywoman — Narration Style

Official Distribution Note

This video will also be shared on my personal Instagram account, @ashleymlands, introducing the project to an additional audience of approximately 44,000 followers.

This cross-posting strategy expands the project's potential visibility beyond the Château Asher audience, creating an opportunity to introduce the wallpaper installation, the brand, and the larger renovation story to an established secondary audience.

The Plan: Using Leftover Wallpaper in the Hutch

The plan is to take the leftover wallpaper and install it inside our hutch. In fact, I’m considering not wallpapering the wall directly behind the hutch at all, instead using those pieces to cover the visible interior sections of the cabinet.

I absolutely love the idea of turning this into a two-video side story, extending the wallpaper installation narrative beyond the original room transformation.

Video Concept: Adding Wallpaper Inside the Hutch

The beauty of this concept is that it demonstrates how wallpaper can be used creatively in places other than walls.

Why This Works:

1. Alternative Product Placement

Wallpaper isn't exclusively for walls! This gives us an opportunity to showcase the product in an entirely different application, inspiring viewers to consider smaller, more approachable DIY projects using wallpaper.

2. The Story Continues Naturally

This concept allows us to revisit the freshly wallpapered room, incorporating additional footage of the completed installation while introducing a new chapter in the renovation story.

The narrative is wonderfully simple: Just when I think the room is finished, I decide the hutch needs oneeee little tweak.

And suddenly, we have another project on our hands.

Rather than creating an entirely separate promotional video, we're extending an existing storyline in a way that feels organic, entertaining, and consistent with the Château Asher narrative.

Example Video: Wallpaper Inside a Hutch — Instagram Reference

THE HUTCH DÉCOR: Post-Wallpaper Installation

Fun fact: My prediction is that THIS video may actually perform the best of the entire series.

People love following DIY projects and home renovations, this is also when they decide if they might like to purchase the products that you are using (i get a lot of DMS of people asking “did that product actually work> How hard was it to use” etc) but I've noticed an interesting distinction in how audiences engage with different types of content: People love to WATCH renovation videos, but they love to SHARE decorating videos with their friends.

A renovation video encourages viewers to follow the process and become invested in the outcome. A decorating video, however, often inspires a more immediate reaction: someone forwards it to a friend with a message like, “OMG, you should do this to your cabinet!”

And that distinction is important. Shareable content has the potential to travel far beyond an account's existing audience, introducing the project (and the featured product) to entirely new communities.

For this video, the focus would shift away from the installation process and toward the final styling of the hutch, showcasing how the wallpaper complements the decorative details and transforms the overall aesthetic.

Creative References:

• Example 1: Hutch Décor Inspiration

• Example 2: Hutch Décor Inspiration

Why Multiple Videos Matter for a Brand Collaboration

As a creator, this is precisely why I believe producing multiple videos for a single collaboration is so important.

Different audiences connect with different aspects of the same project. Some are fascinated by the installation process; others enjoy the inevitable DIY mishaps. Some want the satisfaction of a dramatic transformation, while others are simply looking for beautiful decorating ideas they can recreate in their own homes.

By creating several distinct styles of content around one project (in this case, wallpaper), we have the opportunity to reach a much broader audience without repeatedly telling the same story.

The installation builds curiosity. The storytelling builds connection. The transformation delivers satisfaction. And the decorating inspires people to share.

Rather than treating the collaboration as a single promotional moment, we're creating an interconnected series of videos, each with its own creative purpose, audience appeal, and potential for organic discovery.

Ultimately, this gives the featured wallpaper multiple opportunities to be seen, appreciated, and shared, while allowing the collaboration to unfold naturally within the larger Château Asher renovation story.

THE CURTAIN DILEMMA: A Potentially Controversial Reveal

I have a feeling this video is going to be SO controversial.

Here's why: I have an entire bag of absolutely STUNNING vintage curtains. The only problem? They're sage green. And at this exact moment, I have absolutely no idea whether they're going to complement the wallpaper or clash with it spectacularly.

Which, of course, presents a wonderful storytelling opportunity.

People LOVE to have an opinion, especially when they're invited to vote.

Before installing the curtains, I plan to introduce them through Instagram Stories, allowing the audience to weigh in with polls along the lines of “DO WE LOVE THESE?” or “Have I completely lost my mind?”

Depending on the level of audience engagement, the curtain installation could even become a two-part reveal, allowing viewers to participate in the decision before seeing the final result.

This also creates another natural opportunity to feature wide-angle footage of the completed wallpaper installation. Rather than simply revisiting the finished room for promotional purposes, the wallpaper becomes the beautiful backdrop to an entirely new decorating dilemma.

Why This Video Needs to Happen

The funniest part is that the curtain installation already gives me anxiety, and I haven't even started.

The thought of putting HOLES into our beautiful new wallpaper fills me with dread. Yet, somehow, I already know that the moment the wallpaper looks perfect, I'll decide the room feels completely unfinished without curtains.

And therein lies the entire story.

It's a wonderfully relatable example of the decision fatigue that comes with renovating and decorating a home. You spend weeks agonizing over one design decision, finally get it right, and immediately discover that it has created three more decisions you weren't emotionally prepared to make.

The uncertainty is the entertainment. The audience participation is the engagement. And the finished wallpaper remains at the center of the story.

This is precisely the kind of content that allows a brand collaboration to feel like an authentic part of the renovation rather than a traditional advertisement. The product isn't simply being displayed; it's becoming part of the decisions, dilemmas, and small domestic dramas that make the Château Asher series entertaining.

And whether the audience loves the curtains or absolutely despises them, there's a compelling reason to watch what happens next.

Creative Video Reference: A Perfect Example of Decision Fatigue in Real Time