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.
Category: Art Direction
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Evanston Mid-Century
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.
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Will it stain?
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.
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Tatum Sectional Campaign
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.
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Flower Arranging
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.
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East Village Penthouse
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.
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Clinton Hill Townhouse
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.
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Ditmas Park Craftsman
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.
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LA Mid-Century
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.
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Pre-War Townhouse
Art Direction for West Elm’s Spring 2021 campaign. Images used across marketing channels, including site, email, catalog, and social. Photographed on-set at West Elm’s Brooklyn photo studio.
Photography by Trevor Tondro.
Styling by Mieke ten Have.
Set Design by Michelle Wong.
