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.
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.
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 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.
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.
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 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 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.
