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.
Art Direction for the launch of West Elm’s product collaboration with the interior design studio Pierce & Ward. Supermodel and musician Karen Elson is a longtime friend of Pierce & Ward co-founders Louisa Pierce and Emily Ward, so when she moved to a new apartment in New York City, the duo outfitted her space with pieces from their collection. Imagery featured across West Elm marketing channels, as well as a feature in Elle Decor.
Photography by Pernille Loof.
Videography by Zack Taylor.
Styling by Marianna Marcki-Matos.
Concept and art direction for the launch of West Elm’s product collaboration with the interior design studio Pierce & Ward. SNL actress Chloe Fineman is a known fan of Pierce & Ward, so we outfitted her New York City apartment with several core pieces from the collection and allowed her to wax enthusiastic about the pieces for this social video.
Videography by Zack Taylor.
Photography by Michael Clifford.
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.
Mobile videography, video editing, and graphics for interior designer Alvin Wayne. This series was commissioned as part of Alvin’s holiday season social roll-out and were comprised of videos captured in his own home. We chose three different subjects: the home’s art collection, Alvin’s holiday decor, and a look at the home at sunset.
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.