Maxwell Tielman

Category: Art Direction

  • Karen Elson x Pierce & Ward

    Karen Elson x Pierce & Ward

    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.

  • Chloe Fineman x Pierce & Ward

    Chloe Fineman x Pierce & Ward

    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.

  • Gage & Tollner

    Gage & Tollner

    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.

  • Bad Wrap

    Bad Wrap

    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.

  • Collection Features

    Collection Features

    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.

  • Content House: Holiday

    Content House: Holiday

    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.

  • Design Vignettes

    Design Vignettes

    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.

  • Spring Gift Guides

    Spring Gift Guides

    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.

  • Unboxing

    Unboxing

    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.

  • Small Space

    Small Space

    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.