Concept and art direction for a West Elm content collaboration with the historic Brooklyn restaurant, Gage & Tollner. Photographed in the restaurant’s private dining room, the story highlighted West Elm holiday decor and tabletop product amidst a celebratory party hosted by Gage & Tollner’s proprietors, Sohui Kim and Ben Schneider.
Photography by Graydon Herriott.
Styling by Ryan Reineck.
Concept and art direction for a West Elm social series, highlighting giftable novelty items by way of a parody on “How To Wrap A Gift” content. West Elm staff were invited to appear in the series and instructed to wrap gifts as badly as possible, all the while narrating their actions.
Videography Tamino Castro.
Styling by Getteline Rene.
Videography, video editing, and title design for West Elm’s social media channels. For this video, I drove from Lisbon to the ceramics factory in Porto De Mos, Portugal where a number of West Elm’s ceramics collections are produced. I was guided through the factory and invited to film the ceramics-making process, from the initial shaping in industrial molds, to hand-finishing, to packaging for shipment. Filmed on iPhone.
Videography, video editing, and title design for a Summer 2025 ad that ran on West Elm’s paid social channels. Filmed on iPhone, on-location in Portugal.
Art Direction by Michelle Wong.
Styling by Glen Proebstal.
Concept and art direction for West Elm’s paid and organic social media channels. This series translated 3 seasonal shops from the brand’s website (Mother’s Day, Father’s Day, and a feature on green products) into romantic, dreamlike videos.
Videography by Tamino Castro.
Styling by Adrian Manuel.
Lighting by Joel Burton.
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 holiday season, ranging from general winter-season subject matter to Christmas and Hanukkah. 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.
Styling by John Dittrick.
Concept, art direction, videography, and video editing for West Elm’s social media channels. This series highlighted specific novelty designs created for the brand’s Holiday and Spring collections. Each video used a simple visual hook set to music to showcase the design’s specific qualities.
Videography for candelabra by Tamino Castro.
Concept and art direction for a series of gift guides featured on West Elm’s website during the Spring season. The objective was to highlight products assorted for Mother’s Day, Father’s Day, and Graduation in a visual way that could live both separately and together. We brought in graphic set elements and used sculptural, romantic lighting add a sense of dynamism to these otherwise straightforward product assortments.
Photography by Ryan Liebe and James Ransom.
Styling by Andrea Foti Pagán.
Graphic design for NYC-DSA, the New York City chapter of Democratic Socialists of America. Designs circulated on NYC-DSA’s official Instagram account, branch social media, and as flyers to be distributed by individual members. Assets employed NYC-DSA’s branding guidelines, including logo and typefaces.
Illustration for Summer Reading Group flyer by Liam Martin.
Concept and art direction for West Elm’s social media channels. This series used the heightened sounds of unwrapping to provide an auditory, ASMR-style hook for showcasing new product releases.
Videography by Tamino Castro.
Styling by Getteline Rene and Pablo Olguin.
Lighting by Joel Burton and Mace Vannoni.