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. Every creative decision, from pacing and composition to tone of voice, was designed to feel intentional, human, and quietly confident. I oversaw the full post-production process, ensuring the final film felt cohesive with the brand’s evolving visual language while signaling a clear step forward. 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.