Past Forward Collection
My most recent project is a narrative that intertwines heritage with contemporary design—the Past Forward Collection. Explore the carefully curated room scenes, and delve deeper into the guiding ethos behind each creative decision. This project showcases not just the visuals but also the thought process, inspiration, and unwavering intention behind each element. This project is more than an exhibition of design—it’s a conscious exploration of sustainability.
DETAILS:
Past Forward Global Product Launch
Interface’s 50th Anniversary Collection
Role:
Art Director
Marketing Budget:
$450,000
This project serves as an examination of design trends and a call for long-term thinking. In an era where trends swiftly come and go, the Past Forward Collection seeks to disrupt this cycle. It challenges the notion of perpetually keeping up with trends, advocating for a shift towards thoughtful design interventions that transcend fleeting fashions. This approach not only minimizes unnecessary consumption but also positions the collection competitively in the economic marketplace by embracing longevity over momentary trends.
Creative Direction
In essence, my role as a creative leader in this project was to transform ideas into a cohesive narrative, ensuring that every aspect of the campaign resonates with the ethos of the Past Forward Collection. The result is not just a product launch; it’s a testament to Interface’s commitment to design excellence and a celebration of 50 years of groundbreaking innovation.
Every detail of the campaign, down to the font selection, was a conscious choice to amplify our core theme of ‘past/forward.’ The campaign-specific font, seamlessly integrated with our master brand font, serves as a visual representation of our commitment to bridging the gap between history and innovation.
Photography
The art direction of the campaign photography makes use of a slightly nostalgic or retro ‘feel’. With each scenario heavily propped, communicating different user stories in a playful way.
The scenes include models’ hands, feet, and lower bodies, keeping the focus on the product and set. This allows for more playful interactions between the models.
Art direction for room scenes is a meticulously crafted suite designed to provide a comprehensive and vivid portrayal of the Past Forward Collection within real-life settings.
Whether showcasing the impactful wall-to-wall application, dynamic combinations, or subtle accents, each scene narrates a distinctive story of how the Past Forward Collection has the power to reshape and enhance spaces through its carefully crafted patterns and colors.
These room scenes go beyond the ordinary, offering a detailed and contextual perspective of the collection in its intended environments.
Marketing Activation
Our campaign’s visual language narrates a story of curated spaces, skillfully blending contemporary styling with nostalgic undertones. The carefully chosen retro color palette—rich rusts, ochres, blues, and greens—visually embodies the essence of the collection. This deliberate juxtaposition of old and new design cues is amplified by the energy and vibrancy inherent in the product patterns and colors.
The Past Forward Collection demonstrates my ability to fuse tradition with innovation, crafting spaces that honor history while propelling us toward a future of sustainability and thoughtful design.
Credits —
Interface, Inc.