Humanscale
25 Years of Freedom
To celebrate the 25th anniversary of the iconic Freedom Chair—designed by ergonomics pioneer Niels Diffrient—we launched a global campaign honoring its legacy and ongoing impact on human-centered design.
In collaboration with a designer and agency based in the Netherlands, we developed a bold visual system applied across all campaign touchpoints, from digital channels to in-person experiences. This included a commemorative video produced for web, social, and on-site use, designed to tell the chair’s story and showcase its enduring relevance.
The campaign also featured a pop-up exhibition, A Diffrient Perspective: Freedom Chair Turns 25, debuting at Clerkenwell Design Week before traveling to major design fairs. The exhibition highlighted key innovations, a curated product retrospective, and the evolution of Freedom as a category-defining ergonomic chair.
This cohesive, multi-channel approach reintroduced a design classic to a new generation while reaffirming Humanscale’s leadership in thoughtful, lasting design.
Role:
Art Director
Producer
Humanscale
Chicago Showroom Opening
Timed with Fulton Market Design Days 2024, the opening of Humanscale’s new Chicago showroom marked a pivotal evolution in the brand’s visual and spatial identity. The showroom's refined design language set the tone for a new era—more elevated, intentional, and aligned with the brand’s future.
The launch also served as the debut for two major product moments: the Diffrient Lounge Chair and the Limited Edition 25th Anniversary Freedom Chair. To support the opening, we produced a series of photo and video assets that reflected a new creative standard for Humanscale—more editorial, design-forward, and polished than any work the brand had released prior.
This moment was more than a showroom launch—it was a clear signal of where Humanscale is headed: blending timeless design with a renewed focus on storytelling, experience, and brand presence.
Role:
Art Director
Producer
Floyd
Housewarming NYC Pop-Up
Housewarming marked a pivotal moment for Floyd—a Detroit-based DTC brand—as we brought our first major in-person retail experience to life in New York City. Rather than opting for a traditional storefront, we took an unconventional approach: renting a second-floor SoHo apartment and fully furnishing it with Floyd pieces and complementary products from like-minded brands.
The month-long activation was designed to feel like a real home, allowing customers—and potential customers—to experience the brand in a lived-in setting. It was the public’s first opportunity to sit on the all-new Floyd Sofa in person, making it a crucial touchpoint for gathering feedback and building real-world product connection.
As a small team with a startup mentality, we produced the entire event in-house—from sourcing and styling to managing programming and working the showroom floor. The activation left a lasting impression, significantly increasing brand awareness, deepening customer loyalty, and expanding our reach in a key market.
Housewarming became more than a pop-up—it was a moment of genuine connection that helped evolve how people experienced Floyd.
Role:
Art Director
Producer
Urban Outfitters
Brand Activation Production
UO Flower Mart, SXSW, Complexcon
Role:
Producer
Print & Packaging Production