Desert Scapes Collection
An integrated biophilic flooring collection inspired by desert landscapes, designed specifically for healthcare environments. As Art Director, I shaped the campaign from concept through execution — building a visual and messaging strategy that served both sellers and specifiers across a coordinated carpet, LVT, and vinyl sheet system.
DETAILS:
Coordinating Carpet, LVT, and Vinyl Sheet Collections
Role:
Art Director
Commercialization Planning
The strategic focus for this campaign was cross-promotion: rather than launching individual products, I directed the team to show the entire floor plate of a health system — making it easier for customers to specify and design cohesive spaces. The creative brief centered on the healing qualities of desert landscapes and their measurable impact on patient and caregiver experience, both physically and physiologically.
Image Production
With on-location hospital photography no longer viable, I pivoted the team's process and contracted an architectural rendering artist to produce realistic, seamless installation images in their place. The final renderings showcase multi-product applications and transition spaces — aspirational interiors that meet the specific visual demands of healthcare environments.
Video Production
The campaign animation guides viewers through a healthcare facility, moving continuously from space to space without cutting — a single-shot approach that mirrors the collection's own visual cohesion across different applications. The goal: make it immediately clear that these products are designed to work together across an entire floor plate.
