This campaign was created as part of my final project for an Art Direction course at UNC, where I was tasked with creating a brand campaign for West Elm. I art directed each piece and did my own photography for every shoot.
The idea behind my "A Breath of Fresh Elm" campaign is that life if hectic and is comprised of many tasks and chores. At work there are papers, emails and phone calls and outside of work there are never-ending errands and congested streets with traffic. West Elm knows you look forward to coming home at the end of a long day to relax and chill out. The simplistic, clean design and modern look of West Elm products allows people to feel as ease and uncluttered. This campaign helps to convey the idea that walking into your home should feel like a breath of fresh air. West Elm makes indoors feel more refreshing and invigorating than outdoors, where the chaos and commotion lives.
Art Direction & Photography: Nicole Goldfarb