Market launch for the Asari Chair by Herman Miller, designed by Naoto Fukasawa
August 2022–August 2023
Art direction: Kelly O'Hara
Graphic design: Jenna Simmons
Writing and editorial direction: moi!
Brand direction: Kelsey Keith
Project management: Katy Toepper, Kendra Clapp
Marketing lead: Evan Hargreaves
Product campaign photography: Pippa Drummond
Graphic design: Jenna Simmons
Writing and editorial direction: moi!
Brand direction: Kelsey Keith
Project management: Katy Toepper, Kendra Clapp
Marketing lead: Evan Hargreaves
Product campaign photography: Pippa Drummond
I led editorial efforts to launch the Asari Chair by Herman Miller, working closely with Kelly O'Hara and Jenna Simmons to tell the chair's beautiful story. Work included:
Creative concepts
Key messages
Website and sales tool copy
Social media plan and execution
Campaign (video concepts, storyboard, execution and haiku copy)
Designer spotlight video (remote interview, storyboard, editing)
WHY article (based on designer interview)
Key messages
Website and sales tool copy
Social media plan and execution
Campaign (video concepts, storyboard, execution and haiku copy)
Designer spotlight video (remote interview, storyboard, editing)
WHY article (based on designer interview)
1 of 3 haiku campaign videos
Art director: Jenna Simmons and Kelly O'Hara / Director + editor: Sawyer Thurston / Stylist: Cecilia Elguero
Happy as a clam / WHY article
This chair has a soft spot for you / website presence
