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.
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 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 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.
Art Direction for West Elm’s Spring 2022 campaign. Images used across marketing channels, including site, email, catalog, and social. Photographed in Manhattan’s East Village.
Photography by Pippa Drummond.
Styling by Patrick McGrath.
Soft Styling by Erin Blank.
Art Direction for a West Elm product collaboration with an apparel designer from Paris. The goal was to convey a visual link between West Elm’s Brooklyn roots and our collaborator’s laid-back Parisian aesthetic. This location was selected for its unfussy appeal: worn-in wide-plank floors, impressive collection of vintage pieces, and understated grandeur. We styled the collaboration products alongside the home’s existing artwork, furniture, and stacks of books to heighten a casual and lived-in sensibility.
Photography by Pernille Loof.
Styling by Mieke ten Have.
Art Direction for West Elm’s Spring 2021 campaign. Images used across marketing channels, including site, email, catalog, and social. The goal of this shoot was to to present a home outfitted for family living, elevated but casual and unfussy enough for life with kids. Styling direction was light and relaxed, with elements of play and accidental beauty strewn about: stacks of books, art displayed casually along a ledge, a bright orange dining chair used at a desk.
Photography by Adrian Gaut.
Styling by Colin King.
Art Direction for West Elm’s Summer 2022 campaign. Images used across marketing channels, including site, email, catalog, and social. The goal of this shoot was to showcase neutrals in a lush, warm-weather setting that would evoke a sense of calm and organicism. The Los Angeles location was selected for its ability to blend the indoors and outdoors, and the styling direction took that up a level with rich botanicals, natural materials, and organic forms.
Photography by William Jess Laird.
Styling by JC Garcia-Lavin.
Soft Styling by Christina Watkinson.
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.
