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.
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.
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.
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.
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.
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.
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.
Concept, art direction, video editing, title design, and blog post writing for West Elm. Created to highlight a collection of luggage that was introduced to the West Elm assortment for the holiday season. Published on West Elm’s social channels and as a more extended blog post on West Elm’s blog Front + Main.
Let’s just get this out of the way: nobody likes to pack. Unless you are a next-level organizing fiend with an inexplicable love for tedium, you probably put off filling your suitcase until the very last minute. This might be expedient in the moment, but has a tendency of complicating things once you reach your destination. We’ve all found ourselves hunched over our bag, tossing wrinkled t-shirts onto the floor in an attempt to find a toothbrush. With the holidays right around the corner, packing becomes even more of a challenge—how to pack your clothes, toiletries, and presents into a carry-on? We got you. Here are a few quick tips to simplify your packing + help you feel organized once you get to your destination.
Concept, art direction, set design, video editing, and title design for a West Elm social video focused on holiday hosting. The objective of the video was to highlight how one can shift the layout of one’s living room to make it more hospitable to large holiday gatherings. The content was specifically targeted to those who might have a smaller living space or open floor plan.
There are certain things that are no-brainers when it comes to throwing a party. Food, drinks, music—check, check, check. But there are some other details that can make all the difference between a snooze-fest and an all-nighter (in a good way).
Have you ever noticed how guests always corral in the kitchen during parties, only to leave your living room a ghost town? Do you find that people hover for too long near the canapés and cocktails without circulating? The problem could be traffic flow. While your furniture arrangement might work for day-to-day use, a dining table or an inconvenient sectional chaise can cramp things up when things get crowded, forcing people into bottle-necks. Avoid the holiday traffic jam this year and follow these tips for maximizing your cocktail party floor plan.
A floating sofa might look lovely on a normal day, but it’s only in the way during a party. Scoot all of your furniture along the walls for your fête to create a clear flow for walking and enough standing room for everybody to be comfortable. Bonus points: if you re-arrange often, think about investing in a flip sectional like our Eddy model shown here. You can switch the chaise from left to right depending on your layout.
It may be tempting to artfully arrange food and drinks in a centralized location, but it’s a recipe for overcrowding! Instead, place food and beverages throughout your party space to space people out and subtly encourage mingling. Coffee + side tables are great places to put a bowl or two of snacks.
Need extra seating? Shift some of your throw pillows from your sofa to the floor for a cozy + casual place to sit down.
Move your dining chairs to the wall and form seating clusters to foster conversation. Side tables can be moved from the sofa’s edge to these areas for placing drinks and snacks.
Transform a console into a bar by putting down trays and glassware.
Swing your dining table against the wall and turn it into an oversized buffet for serving large dishes or punch!
Concept, art direction, video editing, title design, and writing for West Elm. Timed to go live with the start of the holiday season, this piece of content focused on tabletop product and was tailored towards customers planning holiday celebrations.
If you’re miserable at chopping vegetables and a roasting turkey is best left in somebody else’s care, chances are you’re the type of person who gets tasked with setting the table at holiday dinners. Although this not-quite-thrilling duty is simple (does it really matter where the salad fork goes?), it does present the culinarily challenged a rare opportunity to show off. Follow the simple tips in this video and you’ll earn extra points with your host and compliments from other dinner guests. “What a lovely table setting! Who did that?” YOU DID.
