Humanscale — Diffrient Lounge Launch Teaser | Salone Del Mobile 2025
As Art Director and Producer, I led the creative vision and production of a CGI animation to launch Humanscale’s Diffrient Lounge—a revolutionary all-in-one workspace solution merging chair, desk, and power into a seamless, elegant design. The campaign positioned the Diffrient Lounge as a new typology of work-lounge hybrid that enhances productivity, craftsmanship, and comfort.
Facing the challenge of differentiating this innovative product from traditional workspace furnishings, I collaborated closely with Humanscale to craft a visual narrative that highlighted the chair’s groundbreaking technology and unique functionality. CGI was strategically chosen to showcase intricate inner workings impossible to capture through traditional photography or video, enabling a compelling and immersive storytelling experience.
This digital asset served as the cornerstone of the Salone Del Mobile 2025 campaign, driving awareness across digital platforms and complementing the simultaneous launch of Humanscale Living, their premium residential collection.
Role:
Art Director
Producer