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.

THE FIFTH WALL FILM

The Edward Fields Story

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

WATCH ON YOUTUBE

Partners

EDWARD FIELDS CARPET MAKERS

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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

CHALLENGE

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.

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

The Fifth Wall Trailer

Client

STRATEGY & APPROACH

Overview
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.

Our Role & Execution
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:

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

  • BTS 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.

  • Distribution & Events: Handled film festival submissions, co-produced live screenings, and participated in panel Q&As.

FILM PREMIERS

New York City

Palm Springs

Chicago

Result

THE IMPACT

Premiere & Cultural 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 international screenings in London and Paris.

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EF Trip 2 NYC Selects-31.jpg
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SOCIAL CAMPAIGN

LETS MAKE A FILM TOGETHER

Every iconic brand has a foundational legacy that deserves to be preserved and celebrated. At Thurlkill Studios, we specialize in uncovering those profound stories and translating them into cinematic, multi-platform experiences that help drive future growth. Whether you are aiming to honor a historic milestone, redefine your industry positioning, or capture the artistry behind your craft, 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?
[Partner with Us on Your Next Film Project] (Link to contact form/email)

FAQs

  • The full film is now available to watch on YouTube. Please reach out to host a private screening in your city.

  • In 1935 at the age of 23, Edward Fields married his sweetheart, Eleanor. The couple spent their honeymoon setting up a modest showroom in Manhattan with the goal of becoming a luxury custom house. Fields developed a tufting tool in the mid-1940s – the Magic Needle – which would go on to define the company’s signature hand-tufting texture and forever change carpet production.

    Edward Fields invented the term ‘area rug’ and produced pieces, which he called ‘art for the floor’, both in-house and through collaborations with the best designers and artists of mid-century America, including Raymond Loewy, Ludwig Mies Van Der Rohe, Phillip Johnson, Van Day Truex and Marion Dorn.

  • Edward Fields Carpet Makers is a vanguard of American design and has been creating bespoke luxury carpets and rugs for eight decades.

    Edward Fields is known for unparalleled design, quality and craftsmanship. Their extraordinary custom capabilities have made it a trade secret among American designers for decades. Located in architectural landmarks and notable private residences - from the Glass House by Philip Johnson to the White House in Washington, DC - Edward Fields rugs are found in the most prestigious locations worldwide and continue to be specified by designers for contemporary projects.

  • Director, Stuart Thurlkill skillfully opens windows into his subjects lives, creating stories from a deep sense of wonder and purpose. Celebrated for his outstanding documentary work, he has also built a strong reputation for advertising and commercial projects. As an artist, he hopes to pioneer rich stories of empathy and beauty that impact communities.

  • Exploring the artistry and legacy of Edward Fields has been a profoundly personal journey, offering a fresh perspective on what it means to be an entrepreneur and artist. The narrative extends beyond just recounting tales of American tapestry. This is a story of showmanship, risk and bold craftsmanship, all in the service of art finding a new home, “The Fifth Wall.”