Emil Sofa Colour Story

A popular sofa was expanding its range of offerings into a variety of sectional and armchair configurations, as well as a bold range of fabric colour options.

The goal was to communicate the variety of options for Article’s social media audience, and to do so in a playful, eye catching way.

My goal as the director of social media was always to create content that could be used in a multitude of ways. Stories had to serve multiple purposes, and were optimized for different channels. This shoot is a great example of how one photoshoot served multiple applications.

Client
Article

Roles
Concept Development, Art Direction, Styling

Photograhy: Leo Cox
Styling: with Hilary Twa
Photoshoot Producer: Krista MacMillan

These photos were used to generate Instagram, Facebook, and Pinterest images, as well as Instagram stories and Article blog posts.

Behind the Scenes

Article’s social media audience loved little peeks behind the curtain. Sharing BTS content from photoshoots was a part of our social content strategy.

We documented this photoshoot with a timelapse of the setup and styling details.

Artwork DIY

An additional layer of depth on this project is the story behind the artwork. All of it was made in-house by my talented design team. We stepped back from our screens, sharpened our scissors and made some mid-century inspired collages together. As a creative leader, I think it’s really important to spot the opportunities to play. In this instance, a short and creative burst became useful set props.

Artwork DIY Tutorial

We shared with our audience the process of creating the artwork, and created a step-by-step tutorial to inspired others to do the same. The tutorial was featured on Instagram Stories.