Steelcase

Karman

2021

PHOTOSHOOT

A visually stunning photoshoot for a highly anticipated chair launch.

OPPORTUNITY

In 2021, Steelcase prepared to launch its latest office chair, an innovative piece of furniture built to ergonomically and flexibly support its user in a variety of postures, and designed with new mesh fabric technology that paired mesh’s breathability with the durability of more traditional fabrics. Steelcase needed imagery for its launch that highlighted the new and impressive features of the chair, so Distillery came in to support the production and photoshoot for the launch.

Art Direction
Photography
Advertising

CATEGORIES

CLIENT

Steelcase

YEAR

2021

“We’re pushing materiality, shape and geometry as far as we can push it.”

Mark Spoelhof, Design Director, Global Seating, Steelcase

MY ROLE

I was responsible for art directing the casting, wardrobe styling and photoshoot, as well as oversaw the post-production and retouching, working alongside Steelcase’s creative director and Distillery’s production partner.