Emil Sofa Colour Campaign
A popular sofa was expanding its range with new sectional and armchair configurations, along with a bold selection of fabric colour options. The challenge was to showcase the versatility of the collection in a way that felt engaging, playful, and easy for Article’s social audience to understand.
As Art Director, my focus was always on creating content with longevity and flexibility. Each photoshoot was planned to generate a wide range of assets that could be adapted across channels, from social storytelling and product education to campaign moments and digital experiences.
This shoot is a strong example of that approach. A single production captured the variety of the collection while creating content optimized for multiple platforms and uses across Article’s marketing ecosystem.
Photoshoot
Role: Art Director
Photograhy: Leo Cox
Styling: with Hilary Twa
Photoshoot Producer: Krista MacMillan
Social Content
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 audience loved little peeks behind the curtain. Sharing BTS content from photoshoots was a part of our social content strategy.
To tell an additional layer of this story, we documented this photoshoot with a timelapse of the setup and styling details.
Artwork DIY
An additional layer of this project was the story behind the artwork. Every piece was created in-house by the design team, stepping away from our screens to experiment with scissors, paper, and mid-century inspired collage.
As a creative leader, I believe it’s important to create space for exploration and play. In this case, a quick creative exercise became a meaningful part of the shoot, transforming into custom set pieces that added personality, depth, and a handcrafted feel to the final imagery.
Artwork DIY Tutorial
Based on audience feedback, we shared the creative process behind making the artwork, turning behind-the-scenes moments into an opportunity for deeper engagement. The step-by-step tutorial was shared on Instagram Stories, inviting the community to follow along, learn the process, and create their own mid-century inspired collages.
Artwork DIY Tutorial
A more in-depth tutorial was shared on the Article Blog, giving our audience a closer look at how the artwork came together. Along with a video walkthrough, we photographed each step of the process to make the tutorial easy to follow and encourage others to try creating their own.
