THE FIFTH WALL FILM

The Edward Fields Story

The Fifth Wall has been shown in Paris, London, during NYC by Design, Design Chicago in the Merchandise Mart and during Modernism Week at the Annenberg Theatre in Palm Springs.

Partners

EDWARD FIELDS & ASPIRE MAGAZINE

For the documentary film The Fifth Wall, our team showcased the legacy of Edward Fields, one of the 20th century's most innovative brands. The film explores how Edward Fields pioneered the modern area rug, revolutionizing both carpet manufacturing and the art world.

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Industry : Manufacturing

Where : New York City, New York

Support : Director, Producer, Cinematography, Storyboarding, Archival Research, Licensing & Procurement, Editor, Trailer, Promotional Social Media Videos, Film Screenings, Q&A Panels, Film Festivals, Website Design, Poster Design

Uncovering the artistry of Edward Fields in an award-winning brand documentary campaign

A young boy standing on a ladder in a yarn warehouse surrounded by shelves filled with large spools of yarn.
A man wearing light-colored clothing and black shoes is creating a large abstract black and white mural on a wall, using a spray gun. The mural features intricate, organic shapes with layered, striped patterns. There are rolls of coiled wire or some
Black and white portrait of a man wearing glasses, a suit, and a tie, sitting with one arm resting on a surface and looking directly at the camera. Historical Documentary Film made by Thurlkill studios for Edward Fields Carpet Makers.
A group of men standing in a line outdoors, with a long rolled-up carpet or fabric draped over their shoulders, on a city street with parked cars. An Edward Fields van and a building with large windows are visible in the background.
Four adults looking at framed art pieces and photographs displayed on the floor, in what appears to be an art exhibition or gallery, with yarn rolls and fabric in the background. Historical Documentary Film made by Thurlkill studios for Edward Fields
Interior of a store or craft space with wall display of yarn in various shades, tables with floral arrangements, and a patterned rug on wooden floor. Historical Documentary Film made by Thurlkill studios for Edward Fields Carpet Makers.
Two men working on an abstract painting in an art studio, one using a power tool, the other observing. The studio has bright overhead lights and various art supplies. Historical Documentary Film made by Thurlkill studios for Edward Fields Carpet Make
A young man in a suit and glasses shows a woman a piece of artwork with a pointer at an art gallery. The woman, dressed in a striped dress and headscarf, holds a purse and listens attentively. Historical Documentary Film made by Thurlkill studios

CHALLENGE

How can a documentary film help preserve and promote a company's legacy?

Edward Fields possessed a profound, yet largely untold, creative legacy: they invented the modern area rug, transforming the floor into a legitimate canvas for fine art. The challenge lay in translating this rich history into a compelling visual narrative. We needed to capture the magic of how art found its rightful place on the floor, creating a powerful brand asset that would honor their historic innovation while driving future growth.

MOVIE TRAILER

The Fifth Wall Trailer

Client

STRATEGY & APPROACH

Our full-service production crew included producers, directors, cinematographers, archival researchers, designers and editors. Together, we conducted 36 comprehensive interviews to anchor the narrative.

Beyond the primary 33-minute documentary, our team delivered a complete multi-media marketing and distribution campaign:

  • Documentary Video Production: Created a cinematic trailer and 10 promotional micro-videos for social media teaser campaigns.

  • Brand Storytelling Strategy: Developed the narrative to communicate Edward Fields' influence on American design and manufacturing.

  • Content Marketing Campaign: Strategized and produced a behind-the-scenes, podcast-style social campaign highlighting the creative team.

  • Creative Assets: Managed the design and production of key art, website, marketing materials, and film posters.

  • Film Marketing and Distribution: Handled film festival submissions, supported live screenings, and participated in panel Q&As.

FILM PREMIERS

New York City

Palm Springs

Chicago

Result

THE IMPACT

Our strategic distribution and event management played a critical role in driving the global success of The Fifth Wall: The Edward Fields Story. The film secured high-profile premieres and screenings at leading design and film institutions worldwide:

  • New York City: Debuted during NYCxDESIGN at the Museum of Arts and Design (MAD).

  • Chicago: Screened at the iconic Merchandise Mart (THE MART), targeting industry leaders.

  • Palm Springs: Showcased at the Annenberg Theater during Modernism Week.

  • Festival & International Circuit: Selected as an Official Selection for the Seattle Film Festival, alongside private international screenings in London and Paris.

By the Numbers

  • 33 Interviews

  • 5 Premiers

  • 22 Completed Films, Teasers and Insiders look videos

  • 800 Premier Attendees

SOCIAL CAMPAIGN

THE POSTER

Every great film deserves an iconic poster, so for the premiere of The Fifth Wall: The Edward Fields Story, we commissioned an original work of art that honors the remarkable legacy of Edward Fields.

The artwork centers on a photograph of Edward Fields holding the Magic Needle, a tool that became the foundation of his groundbreaking success and helped revolutionize the carpet industry. Set against the backdrop of his iconic “Picnic Blanket” rug design, created by renowned industrial designer Raymond Loewy, the poster pays tribute to a defining moment in American design history. Originally showcased at Lord & Taylor, the rug became a celebrated example of Mid-Century Modern design and remains one of Fields' most recognizable works. The finished poster is more than promotional artwork, it is a visual tribute to the ingenuity, craftsmanship, and artistic vision that define both the film and Edward Fields' extraordinary contribution to American design.

Vintage-style poster of Edward Fields holding his invention "the magic needle" with the title 'The Fifth Wall: The Edward Fields Story'. Documentary about Edward Fields created and directed by Thurlkill studios for Edward Fields Carpet Makers.

BEHIND THE SCENES CAMPAIGN

LETS MAKE A FILM TOGETHER

Your brand has a legacy that deserves to be celebrated. We specialize in uncovering profound stories and translating them into cinematic, multi-platform experiences that drive future growth and sales. Whether you are aiming to honor a historic milestone, redefine your industry positioning our full-service production and marketing team is equipped to bring your brand legacy to life.

Ready to share your brand’s legacy with the world?

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