Modern, A New Vision
West Elm was at a moment of evolution. As the brand looked to update its mid-century modern foundation, the challenge wasn’t reinvention, but refinement: how to modernize without losing the warmth and integrity that defined the brand. As Creative Director, I proposed a brand film supported by a series of interviews that explored the thinking behind the design, positioning West Elm not just as a furniture brand, but as a point of view on modern living. The goal was to shift perception from a familiar aesthetic to a more contemporary expression of modern, one rooted in craft, materiality, and how people actually live. I developed the core concept and narrative, led storyboards, and directed a small filmmaking team through production at West Elm’s Industry City studio. The film successfully launched the new direction, earning over 1.5 million views and serving as a cornerstone for West Elm’s modern brand refresh.
1.5M+
1,500,000 Global Brand Impressions
SOCIAL CAMPAIGNS
In parallel with campaign initiatives, I provided ongoing creative direction across West Elm’s social channels, overseeing a wide range of content. The work spans product stories, brand moments, and campaign extensions, maintaining a consistent visual language while adapting to different platforms, timelines, and performance goals. This body of work generated over 6 million views across paid and organic channels, reflecting both the scalability of the brand system and the strength of its day-to-day execution.
