Humanscale
Editorial Photoshoots
To help Humanscale refresh their visual content and usher in a new chapter for the brand, I led a series of editorial photoshoots that intentionally broke away from the traditional bland office and white studio settings the brand was known for. Instead, we focused on casting talent and selecting locations that brought personality, authenticity, and cultural relevance to the forefront.
One standout shoot featured Ali of A Noble Savage, a Brooklyn-based collector, stylist, interior designer, and artist renowned for his work with vintage clothing, artifacts, and installations. Showcased in his live-work space, Ali’s environment added rich texture and storytelling layers that highlighted Humanscale’s products in a fresh, inspiring context.
This approach not only diversified the brand’s imagery but also aligned with a broader strategy to position Humanscale as forward-thinking, culturally engaged, and creatively vibrant.
Role:
Art Director
Producer
Humanscale
Living Factories Videos
Produced as part of Humanscale’s website refresh, the Living Factories video series highlights the brand’s dedication to quality and sustainable manufacturing. Showcasing their vertically integrated model—where they own and operate their own factories—the videos provide an inside look at the meticulous craftsmanship and rigorous testing behind every product.
To extend the campaign’s reach, we created cut-down versions for social media, including ASMR-inspired clips that captured the tactile sounds of various production and testing processes. These engaging, sensory-driven assets helped bring Humanscale’s story to life across multiple channels, reinforcing their commitment to transparency, quality, and sustainability.
Role:
Art Director
Producer
Humanscale
Seating Video Series
For the Humanscale Seating landing pages, we produced an insightful video series featuring their best-selling chairs—the Freedom, World, and Liberty—each designed by ergonomics pioneer Niels Diffrient. These videos dive deep into the design story, clearly defining the core problems Niels identified and how his innovative solutions transformed seating comfort and functionality.
Since much of the groundbreaking technology is invisible to the eye, we enhanced the narrative by interviewing designers, the company founder, and key experts to uncover what truly sets these chairs apart. The series educates viewers on the unique ergonomic features that make Humanscale chairs superior, reinforcing the brand’s leadership in thoughtful, user-centered design.
Role:
Art Director
Producer
Floyd
Lived In Blog
I helped launch the Floyd Lived In blog as a key extension of our brand storytelling—a dedicated platform to share editorial imagery and establish Floyd as a thought leader in design, sustainability, architecture, design history, and life at home. Central to the blog was the Home Profiles series, where we featured influential creatives and tastemakers in their own homes through intimate photo shoots and in-depth interviews. These profiles positioned Floyd as a culturally relevant brand that celebrates aspirational yet attainable living spaces.
The photography and art direction for Lived In deliberately contrasted with our polished product imagery—embracing a looser, more organic style that felt authentic and approachable. This also allowed me to experiment with emerging photographers from across the country, delivering high-quality content within a limited budget and low risk.
The Lived In email campaigns became significant revenue drivers, seamlessly integrating into various email flows to engage new customers and deepen brand loyalty—all while elevating Floyd’s voice in the design community.
Images selected from Home Profiles featuring: Alyssa Coscarelli & Hassan Rahim
Floyd
Stay Floyd Partnerships Series
To create meaningful connections with customers and elevate brand experience, I developed and managed the Stay Floyd Partnerships series—collaborating with over 30 Airbnb hosts to seed Floyd products in curated travel destinations. This “try before you buy” approach allowed customers to experience Floyd furniture in real-life settings, while we provided thoughtfully crafted travel guides that positioned the brand as both lifestyle-driven and culturally relevant.
I personally sourced all locations, consulted with hosts on product assortments and color, material, and finish (CMF) choices to ensure seamless integration with each space, managed host relationships, and coordinated photoshoots and editorial write-ups that captured the essence of each stay. Each launch was supported by dedicated email campaigns and a targeted series of social media posts, combining strategic storytelling with compelling visual content. This initiative strengthened Floyd’s brand presence by expressing our refined taste and connecting with consumers in authentic, experiential ways.
Selected homes featured here: The Eichler House, Thousand Oaks, CA & Stay Further, Sandy, OR