Category: Social Media

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 spring season, ranging from general seasonal subject matter to holidays like Easter. 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.

Styled by Pablo Olguin.

Art Direction for a Holiday 2025 ad that ran on West Elm’s paid social channels. The objective was to create a quick, and compelling visual that spoke to the breadth of categories available at West Elm for the holiday season. We employed stop-motion animation, an oversized bow, and moving light to create a sense of whimsy and magic.

Videography by Zack Taylor.

Styling by Michael Masella.

Lighting by Joel Burton.

Concept and Art Direction for a series of paid social ads for West Elm and West Elm Kids. Each ad is focused on a different product assortment from West Elm’s Fall collection: decorative accessories, bedding, kids lighting, and a re-launch of West Elm Kids’ collaboration with designer Joseph Altuzarra. For each, the objective was to create ads that would hook viewers in a similar way as organic content. To do this, we employed techniques (like ASMR and quick pacing) that we knew were effective in organic channels.

Videography by Tamino Castro and Zack Taylor.

Styling by Mariana Marcki-Matos and John Dittrick.

Lighting by Joel Burton and Mace Vannoni.

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 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.

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.