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.
Concept, art direction, and script writing for a West Elm social series on small space living. Captured in-studio on a full-scale 1-bedroom apartment set, each installment of the series took a close look at how to optimize space for different areas of the home, from the living room to the bedroom.
Videography Zack Taylor.
Styled and hosted by Getteline Rene.
Art Direction and Content Strategy for a series of ongoing ASMR-style videos featuring drawings of West Elm products. The objective of this series was to create a way to highlight new product on West Elm’s Instagram and TikTok channels in a way that felt natural to the platforms, and not too much like a glossy advertisement. Designer Hulya Hanlı of Cancri Design was enlisted to create drawings and videos of new product at every seasonal drop, with products selected on the basis of their design and dynamism. Ultimately, the series proved very popular with West Elm’s audience and acted as a showcase for the brand’s in-house designs.
Concept and art direction for the home decor brand Interior Define, photographed on-location outside of Chicago for the release of their second catalog. The brand is known for its furnishings in a range of customizable upholstery colors. Our objective was to showcase a diverse range of styles and colors in a way that felt both exciting and harmonious. Interior Define partnered with the startup paint brand Backdrop, and a number of these colors were incorporated into the shoot as set elements.
Photography by Kate Sears.
Styling by Andrea Foti Pagán.
Soft styling by Fern Rudin.
Concept, art direction, title design, and video editing for an Interior Define social series. The objective was to showcase the durability and stain-resistance of Interior Define’s upholstery fabrics. Given that the launch was timed for summer holidays (Memorial Day, Independence Day), we tailored the series around festive cocktails so the information could double as a useful recipe.
Stop-motion photography by Lindsey Swedick.
Food styling by Jason Schreiber.
Concept, art direction, and graphic design on a product launch campaign for the home decor brand Interior Define. The objective of this campaign was to highlight the introduction of a highly customizable and modular sectional called “Tatum” to the brand’s assortment with assets for all major marketing channels, including web, social, email, and store signage.
Concept and Art Direction for a social video on West Elm’s channels. Part of an ongoing series of “home hacks” that showcased various simple solutions to life’s domestic questions, this installment provided easy tips for arranging flowers, in any vase shape or size.
Videography by Mason Blake.
Styling by Ryan Reineck.
Lighting by Joel Burton.