I owned this one from concept to delivery. I developed the creative approach, built the storyboards shot by shot, and pulled a reference set from brands whose maker-storytelling I admire, including Buck Mason, Arhaus, Randolph, and Morinone, to define a tone that felt crafted and human rather than industrial. From there I produced the entire shoot: the schedule, flights, and tech scout, plus all the coordination with leadership at both factories to get a small crew access to live production floors.

Then I directed it. A 4-person crew across three facilities in 2.5 days, moving fast through frame construction, hand-applied springs, sewing, and final upholstery while capturing the specific steps each factory wanted highlighted. The two plants run different processes (McCreary's grid suspension and in-house frame cutting, Design Foundry's sinuous springs and outsourced frames), so part of directing was building a visual language consistent enough to intercut yet honest to each floor. We closed the story back in our own studio, filming the finished sofa being shot for the very marketing image customers see online. The full arc, raw lumber to product page.