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.