Steelcase

Spring Sale Photoshoot

2021

PHOTOSHOOT

An environmental photoshoot showcasing a new normal for the workforce.

OPPORTUNITY

Due to the Covid-19 pandemic, Steelcase Inc. shifted their strategy to promote retail office furniture more than they had in the past. This required updated imagery that reflected their quick ship items in home office situations for use in digital advertising and on their website. The goal was to target a wide range of audiences that were now working from home.

CATEGORIES

Art Direction
Photography
Advertising

MY ROLE

Stepping in as art director for the project, I first established personas for each of the photo settings that the team could work around to ensure each setting felt unique, personal and relatable. The goal for each setting was to target unique audiences, so they could envision the furniture in their own space. This exercise helped as I scouted locations and helped plan the layout of each scene, as well as gave our stylist enough to go on to build unique prop libraries for each scene. During the photoshoot, I art directed each setting and sought approval from Steelcase’s creative director.

CLIENT

Steelcase

YEAR

2021

David
Photographer
4+
No
No
Single
Shinola, Hims, Sonos, CB2
Traveling, learning, reading
Busier, but stylized; warm and cozy, with bright whites still; more expressive; rich tones, textures, patterns, varying wood colors

PERSONA 1: ECLECTIC CONTEMPORARY

Name:
Occupation:
Hours at desk:
Multi-use desk?
Shared space?
Family?
Brands they like:
Interests:
Considerations:

Image Sources: Pinterest

Has a lot of hobbies, so include several books that involve different topics; include maps, polaroids and photo negatives that feel collected over time. He has traveled a lot, bring in different cultures' collectibles. Room should include warm colors; warm tones complement the chair’s upholstery. Include collectibles and editorial images for art and filler.

STYLING NOTES
FINAL SETTING

Lee
Licensed Counselor
6-8+
No
No
Married, no kids
Magnolia, Chrissy Teigan, knotwork
Gardening, organization, cooking
Light to mid-range tones; softer edges & curves; pops of muted color; quiet, curated styling; handmade art & hand thrown mugs

PERSONA 2: COASTAL TRANQUILITY

Name:
Occupation:
Hours at desk:
Multi-use desk?
Shared space?
Family?
Brands they like:
Interests:
Considerations:

Image Sources: Pinterest

Play up blue upholstery of the chair to add a calming effect. The reading nook should feel warm and full of texture; keep things minimally styled to help add to the calming atmosphere. Use house plants to liven up the space but add serenity. Personality should come through by curated props. The space should feel warm and welcoming, like a therapist’s office.

STYLING NOTES
FINAL SETTING

Tyler
Producer
8
No
Yes
Married, with kids
Oxford Pennant, Wired, hypebeast
Vintage movies, reading, craft beer
Not a set color scheme, it's more about bringing pops in that complement each other; bolder, few, big objects over quantity

PERSONA 3: COLLECTED VINTAGE

Name:
Occupation:
Hours at desk:
Multi-use desk?
Shared space?
Family?
Brands they like:
Interests:
Considerations:

Image Sources: Pinterest

Eclectic and vintage inspired. Push to be bolder with color pops. Music and movie influences throughout the room. It's a shared space, so hints of family activity throughout the scene. Tone on tone.

STYLING NOTES
FINAL SETTING

Michael
Financial Advisor Firm Owner
5-6
No
No
Single
Patagonia, Tesla, Knob Creek
Fly fishing, family, eco-conscious
Darker tones; contemporary craft; editorial art; curated collection books; neutral tones.

PERSONA 4: CONTEMPORARY CABIN

Name:
Occupation:
Hours at desk:
Multi-use desk?
Shared space?
Family?
Brands they like:
Interests:
Considerations:

Image Sources: Pinterest

Range of materials, from warm woods, to white brick and warm leather. Neutral tones, no patterns. Less is more for decor. Let space tell the story. Curated space, hobbies or awards he's won styled on the desk.

STYLING NOTES
FINAL SETTING

Leah
Social media manager
6+
Yes
Yes
Married, with kids
Everlane, Domino, Target, Aesop
Traveling, health & fitness, family
Lived in; bright, warm in tones; organic; peaceful; pops of color

PERSONA 5: ORGANIC PERSONALIZATION

Name:
Occupation:
Hours at desk:
Multi-use desk?
Shared space?
Family?
Brands they like:
Interests:
Considerations:

Image Sources: Pinterest

Warm, organic colors, with leather being the hero color. Natural textures, like unglazed pottery and chunky blankets. Use plants to bring in color. Art focuses on family; shared space, so this should also feel like a nightstand, serving a dual purpose.

STYLING NOTES
FINAL SETTING

Simone
Interior designer
6+
No
No
Married, with kids
West Elm, Anthropologie, Aesop
Her kids, sewing, painting
Unique style, more elements but organized; moodboards; mid-project; bold color accents; plants

PERSONA 6: BOHO CHIC

Name:
Occupation:
Hours at desk:
Multi-use desk?
Shared space?
Family?
Brands they like:
Interests:
Considerations:

Image Sources: Pinterest

Unique prints and patterns to bring personality in. Warm tones, bolder in color, like mustards and magentas. Abstract art prints and textiles. Kids' art visible, maybe family photos included in frames.

STYLING NOTES
FINAL SETTING
CREDITS

Tina Maddox, Creative Director
Alex Tuzzolino, Producer

Dean Van Dis, Photographer
Quinn Badder, Photographer Assistant

Kirsten Foxworthy, Stylist
Brian York, Retoucher

Jim Jordan, Videographer
Gunnar Whitley, Video Editor