Herman Miller, UK, Europe and USA
Concept, design and art direction
Ongoing design support
Herman Miller is a global leader in beautifully engineered, ergonomically designed office furniture. As the company expanded its reach into individual B2C markets - both in the UK and EMEA, I was brought in to lead the creative of a variety of campaigns and launches through concepts, design, and art direction.
From individual chair campaigns to global case study films and full-location product launch shoots, my work with Herman Miller spanned storytelling, strategy and execution across multiple formats and audiences – all while carefully working within the boundaries of their distinctive global brand guidelines.
As Herman Miller began selling direct to consumers through John Lewis, I created a suite of branded campaigns for their most celebrated chairs – each with its own distinct narrative and voice. My campaigns (concept, copy and design) ran across a mix of digital, print and in-store touchpoints.
As a major part of the launch of Layout Studio – a modular furniture system built for modern office environments – I styled and art directed a two-week photography shoot.
From the earliest stage I was working closely with product managers and interior designers to:
Define which configurations, colourways, and layouts best showcased the range
Select set locations and develop visual narratives for each shot
Oversee the build of 15 unique scenes, styled with just the right balance of contextual warmth and clean product focus
Once the environments were built, I led the styling across all scenes – a part of the process I loved – bringing a sense of humanity and coherence to each shot. The shoot, photographed by James King, resulted in a rich library of imagery used across the launch campaign, catalogues and digital marketing.
Creative collaboration.
Working with Kinamo films, I provided creative direction, storyboarding and on-the-ground art direction for a number of internal and consumer-facing films and case studies to capture how Herman Miller’s products perform in real-world spaces.
eBay Offices – Luxembourg, London, Berlin & Paris
A pan-European shoot showcasing how Herman Miller transformed eBay’s collaborative working environments. I was involved from concept through to shoot – helping select key locations and moments to highlight, and guiding visual tone and composition throughout.Global Product R&D Collaboration Film
To tell the story of a new Herman Miller product developed across continents and time zones, I worked with the internal R&D team to direct a film that brought to life their unique process. I contributed from early planning through art direction on the day to overseeing edits – helping shape a final piece which marked a major innovation milestone.