For the launch of Rent The Runway's Same Day Delivery service, I created a treatment and directed this short for online and social. The video showcases several women with last-minute rental needs, and how they leverage Same Day Delivery- the smart woman’s solution to anything that could come up.
While this short-form was highly successful for social, the second clip is a long-form Director's cut, showcasing the full concept and production behind this short.
Cat Dunn, Director
Mattison Stanton, DP
Paul Tamayo, Editor
Emily Ross, Executive Producer
Amanda Villarosa, Photography
For the opening of Rent The Runway's NYC Flagship Store, RTR partnered with Samsung to integrate immersive display technology throughout the space. I was the creative lead for all content displayed on this technology.
Upon first entering the store, customers are greeted with a huge 9-sq.-ft. video wall just past the entrance. This video not only displays in-house editorial content, but it also reflects real customer reviews, brand mantras with user-generated content from social media.
The main focal point of the space is the centrally-located “Dream Closet,” which combines built-in displays of clothes with four, 32-inch endcap digital displays. The endcap screens highlight the depth of clothing available and serve as a “closet in the clouds,” giving customers access to Rent the Runway’s “endless aisle” of online offerings. While it appears as a video, the kaleidoscope visuals of dresses is a live feed pulling directly from the Rent The Runway site inventory.
The final digital element is Samsung’s 55-inch Mirror Display screen, which combines the clarity of a mirror with the full functionality of a digital display.
Press:
Architectural Digest
Recode
Samsung
Chain Store Age
Fashion Week Online
Fox News
Annabel Ingall is an Australian designer living and working in NYC. Her label focuses on leather goods (most well known for her handbags) in a full spectrum of colors. In 2017 she found her online presence in need of a facelift.
I worked with Anna on establishing a new template for both her editorial and e-commerce content. We focused on enhancing the space for her rich visuals to live, creating an intuitive shopping path for the customer, as well as updating the typography to compliment her brand aesthetic. All site enhancements were made through the Shopify platform and are responsive for mobile devices.
Rituals, we all have them! Inspired by 90s music videos + French New Wave (but less self-serious) this 15 sec teaser takes us through our model's daily routines. The narrative showcases feature product from the KSS x WEST ELM collaboration, while maintaining a laid-back tone that's always playful and positive.
Art Direction
Director, Chris Bren
Production + Edit, Picture Farm
Styling, Kalen Kaminski
Editorial imagery that directly relates to the seasonal style guide and inspiration book.
Art Direction + Still Life Styling
Photography, Jeffrey Graetsch
Styling, Marcela Urquiola + Delfina Pinardi
Laura Lombardi is a designer living and working in Brooklyn, New York. Her eponymous label was established in 2010, but in 2017 she found her online presence in need of a facelift.
I worked with Laura on establishing a new template for both her editorial and e-commerce content. We focused on enhancing the space for her rich visuals to live, creating an intuitive shopping path for the customer, as well as updating the typography to compliment her brand aesthetic. All site enhancements were made through the Squarespace platform and are responsive for mobile devices.
Photographer, Alpha Smoot
Art Direction, Cat Dunn
Stylist, Cat Dunn
Hair + Makeup, Cat Dunn
Talent, Faye Cruz & Claire Andrews
Since West Elm's business began, they have worked with 100+ independent designers. These limited edition collaborations help emerging and established artists reach new markets while preserving the integrity of their designs.
Each video gives the viewer a behind-the-scenes look into a west elm collaborator's creative process. The narrative is driven by the thoughts and musings of these designer's, describing their thinking and inspiration around the product and collaboration with West Elm.
Art Direction + Design
Director, Todd Stewart + Gentle & Hyers
Production + Edit, Picture Farm
Styling, Putnam & Putnam + Glen Proebstel
CREATE A MODERN MANTEL 4 WAYS
In collaboration with Anthony D'Argenzio, Creative Director of Zio and Sons, this how to quickly and visually explains 4 unique ways to decorate a mantel- from an everyday minimal style to a wintery white holiday look. Each mantel outfit has a unique tip to reinforce the styling ideas, while also adding in untraditional ways to use holiday decor.
ARRANGE 1 LIVING ROOM, 4 WAYS
This instructional video quickly shows 4 unique floor plans for a Living Room. To help our viewers understand which floor plan is right for their space, all 4 looks are framed up by how the room is used (Entertaining, Book Club, etc). The exciting challenge was to use 80% of the same furniture for continuity while making it all happen within a 12x16 square foot floorplan.
STYLE A BED FIVE WAYS
GET GUEST READY IN 45 SEC
ACE YOUR SPACE (COLLEGE EDITION)
Art Direction + Design
Director, Chris Bren
Production + Edit, Picture Farm
Styling, Anthony D'Argenzio + Kalen Kaminski
This series was created to spotlight the main sofa + sectional collections at West Elm. In collaboration with their in-house merchandising team, I created a storyboard and treatment that highlighted the product's features and characteristics, while maintaining a video length at less than 30 seconds. This short-form, simplified treatment was developed specifically for the product page of each West Elm product. After launching these videos, the products with video saw a 22% lift in conversion and a 27% increased carting rate.
Relaxed yet refined, this video highlights the new Portside collection. Combining minimalist design with durable all-weather function, this new furniture collection turns any outdoor space into an airier version of your living room.
Art Direction
Director, Chris Bren
Production + Edit, Picture Farm
Styling, Monica Olman
Sam Klemick is a NYC based clothing designer who has worked with various clients, including Rag & Bone, Free People, and Guess. Sam came to me in need of an online representation of her work and experience.
I created a logo and branding guidelines that are carried throughout Sam's personal site. This responsive site makes use of large format imagery grids, modernist typography and white space to frame edirotial lifestyle photography.
Art Direction
• Content Organization + Strategy
• Inspiration + Research
• Logo Design
• Web Design in Squarespace Platform
• Resume Design
In 2013, West Elm LOCAL was launched in just two stores. Since then, they have expanded to all 70+ stores, bringing customers hand-picked, one-of-a-kind products from over 500 makers across America.
These makers live + work near a West Elm store, and by participating in this program help support craft and creativity in their community.
We took an inside look into two of our maker's lives to see this story through their eyes, and what impact it has made on their personal business.
Art Direction + Design
Director: Todd Stewart, Andrew Watson, Chris Bren
Production + Edit, Picture Farm
Styling, Martin Bourne
Created a style guide that depicts the artistry behind the West Elm Local assortment while still remaining readable at a mobile scale. These Images visually stand apart from the main product photography, signifying to customers the unique quality and craftsmanship behind these products.
Art Direction
Photography, Ty Mechanen
Styling, Beth Flatley
Upstate reinvigorates traditional artistic processes with a modern sensibility. This home collection is inspired by shibori techniques and paralleled with a fresh and vibrant twist. Each piece is hand dyed making it one of a kind with slight variations. The collection is simple yet spirited bringing an effortless creativity and vibrance into the home.
Art DIrection
Photography, Alpha Smoot
Prop Stylist, Kalen Kaminski
Stylist Assistant, Lily Saporta-Taguiri
Third Culture Food is a Bushwick based food instagram, a stream of consciousness wanderlust feed of authentic/inauthentic but always tasty places to eat in NYC and its outer boroughs.
TCF came to me in need of a visual identity to ground a budding brand with a rapidly-growing social following. After creating the initial logo and identity system, I further developed the branding into print design, pattern design, and an online presence. In collaboration with the founder, we also created new surfaces and photo assets for the launch of the new brand aesthetic.
Art Direction + Design
• Inspiration + Research
• Logo Design
• Custom Pattern Design
• Print Collateral Design
• Web Design in Squarespace Platform
• On-Set Photoshoot Execution
• Retouching + Post Direction
Photography, Rhiannon Schneiderman
Food Styling, Stella Leung
StylHaus is New York's boutique home staging and design company. They came to me in need of a site redesign, but our project evolved to include a new brand identity as well.
I worked with Stylhaus on establishing a new template to house their vast portfolio while bringing awareness to their social channels and services. We focused primarily on an immersive landing experience, curating visuals for a consistent look and feel, as well as updating the typography and brand mark to compliment their styling aesthetic. All site enhancements were made through the Squarespace platform and are responsive for mobile devices.
While on location, I worked with a team to capture varying product photography for online shopping as well as e-commerce editorial messaging. Imagery directly reflects the mood and feeling of the Summer '15 Catalog editorial stories. The main challenge was to coordinated the shoot to run simultaneously with the Catalog team, using the same samples and location.
Art Direction
Photography, Julian Wass
Styling, Beth Flatley
Developed visual categories in partnership with merchandising that evoke a specific style for the gift-giving holiday season.
Art Direction
Photography, Julian Wass
Styling, Beth Flatley
Created a a new visual direction for the Lighting category on westelm.com. Captured silhouette, finish, and scale through two images- the main state and hover.
Art Direction
Photography, Ty Mechanen, Alpha Smoot + Julian Wass
Styling, Beth Flatley
Worked in collaboration with the Set Design team at West Elm to create unique seasonaly on brand spaces for both photo and video shoots.
Art Direction
Photography, Ty Mechanen
Styling, Astrid Chastka
A narrowed selection of some of my favorite logos.
Design
