Art Direction for West Elm’s Fall 2021 campaign. Images used across marketing channels, including site, email, catalog, and social. Photographed on-location in a former rectory in the Berkshires, now a renal home named “The Filomena.”
Photography by Frank Frances.
Styling by Mieke ten Have.
Soft Styling by Fern Rudin.
Art Direction for West Elm’s Summer 2022 campaign. Images used across marketing channels, including site, email, catalog, and social. Photographed on location in Tucson, AZ.
Photography by Sang An.
Styling by Colin King.
Concept, art direction, videography, and video editing for a West Elm shoot type that was referred to internally as “Content House.” For two days, a full home was rented in order for us to stage, photograph, and film social content for an entire season. This specific shoot focused on concepts for the spring season, ranging from general seasonal subject matter to holidays like Easter. The function of these shoot was to address a disconnect between the high-performance of user generated content (UGC) and the fact that most UGC does not contain ample or new enough product. To remedy this, we opted to create our own UGC-style video, in-house.
Styled by Pablo Olguin.
Concept and art direction for a West Elm product collaboration with celebrity chef Marcus Samuelsson. Photographed in the rural Swedish fishing village where he was raised, the colorful setting provided the perfect backdrop for Marcus’s collection of furniture and tableware. These images lived alongside photography from an additional in-studio shoot, photographed in Brooklyn.
Photography by Graydon Herriott.
Styling by Amanda Rodriguez.
Concept, art direction, and set design for a West Elm product collaboration with celebrity chef Marcus Samuelsson. These images depicted accompanied a location shoot photographed in Marcus’s hometown in Sweden. The studio portion of the shoot acted as a complement and visual contrast to the location images, visually tying back to the vibrant colors of the product and the rustic charm of rural Sweden. Here, an unadorned set of boldly-painted walls and simple wood floors allows the products to come to the fore, displayed graphically to showcase their silhouettes and design elements.
Photography by Ryan Liebe.
Styling by Marianna Marcki-Matos.
Mobile videography, video editing, and graphics for client Jason Saft of Staged To Sell Home. Various projects include tours of homes staged by Jason, Before + After features highlighting the transformation process of specific spaces, BTS reels, and promo marketing for the Staged To Sell Warehouse Sale. Multiple pieces of content created as collaborations with other brands, including CB2 and the book publisher Assouline.
Art Direction for a Holiday 2025 ad that ran on West Elm’s paid social channels. The objective was to create a quick, and compelling visual that spoke to the breadth of categories available at West Elm for the holiday season. We employed stop-motion animation, an oversized bow, and moving light to create a sense of whimsy and magic.
Videography by Zack Taylor.
Styling by Michael Masella.
Lighting by Joel Burton.
Concept and art direction of product vignettes photographed for West Elm’s fall catalog and marketing channels. The season introduced an array of new designs, silhouettes, and materials. Our objective was to portray these new items in a simple, but heroic light that would allow their formal qualities to shine. To accomplish this, we photographed in an expansive post-industrial space that contained enough texture to act as a complement to the products without overwhelming them. Atmospheric lighting was sculpted to highlight design elements and provide a sense of visual romance.
Photography by Graydon Herriott
Styling by Hilary Robertson.
Concept and Art Direction for a series of paid social ads for West Elm and West Elm Kids. Each ad is focused on a different product assortment from West Elm’s Fall collection: decorative accessories, bedding, kids lighting, and a re-launch of West Elm Kids’ collaboration with designer Joseph Altuzarra. For each, the objective was to create ads that would hook viewers in a similar way as organic content. To do this, we employed techniques (like ASMR and quick pacing) that we knew were effective in organic channels.
Videography by Tamino Castro and Zack Taylor.
Styling by Mariana Marcki-Matos and John Dittrick.
Lighting by Joel Burton and Mace Vannoni.
Art Direction for a feature on actress Constance Wu’s New York City apartment. When she relocated to New York for a stage production, Constance reached out to West Elm to help design and furnish the space. The imagery ran as a dedicated story on West Elm’s website and was also featured in Architectural Digest.
Photography by Pernille Loof.
Styling by Ryan Reineck.
Soft Styling by Erin Blank.
