Desert Scapes Collection

In 2022 Interface launched the following integrated biophilic flooring collection inspired by diverse and demanding desert landscapes. As Art Director, I helped shape the overarching aesthetic of the marketing campaign deliverables from conceptualization to execution. The final assets my team created convey a space-specific performance and cohesive design scheme for use across a variety of healthcare spaces.

DETAILS:
Coordinating Carpet, LVT, and Vinyl Sheet Collections

Role:
Art Director

Commercialization Planning

On my very first day at Interface I met with well known product designer Keri Pei as she introduced me to this collection of products. I had not yet developed technical expertise in the flooring industry but I knew the reason I was in the room was to help develop a marketing strategy, so that’s what I set out to do.

I worked with a cross functional team of designers, photographers, and executive leadership to craft a compelling story that supported and communicated to Interface’s sellers and sales leaders.

A key focus for this campaign was cross-promotion of Interface’s existing product portfolio as a coordinating collection. I directed my team to focus on messaging and visuals that showcased the entire floor plate of a health system – improving customers specifying experience & efficiency when designing floors. We also endeavored to highlight the healing qualities of the desert that inspired the collection. Desert Scapes was created in response to Healthcare industry demands for biophilic aesthetics with the ultimate goal of positively impacting patient and caregiver experiences both physically and physiologically.

Image Production

Healthcare systems are a key industry for Interface’s sellers. I was tasked with supporting key Healthcare sales objectives by capturing attention of target accounts & top design firms. I accomplished this by working with my team to create elevated healthcare room scenes with a focus on multi-product applications and transition spaces.

I am a key contributor in the photography process and in most cases my team sources and shoots photography on location. However, it is no longer possible to safely prepare a photoshoot in a hospital due to the ongoing pandemic. Instead, my team and I pivoted our process and contracted with an architectural rendering artist to produce realistic and seamless product installation images.

The final renderings I helped create are examples of inspiring and aspirational interiors that showcase our products and meet the visual design needs of healthcare spaces.

Video Production

It was critical for this product launch to clearly communicate that the collections contain multiple coordinating product types designed to service a holistic floor plate of health systems. Under my direction my team produced an attention grabbing animation that guides the viewer through a healthcare facility while highlighting the product types in each scene.

It was important to transition directly from space to space without breaking up visuals. The continuity of a single shot drives home how the collection provides visual cohesion across different space specific applications.

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Credits —

Interface Inc.