West Elm // ace your space
commercial (2017)
director: ben middlekauff
production designer: christina o'neil
Designed and built a clean and modern apartment living room from ground up in a photo studio for a West Elm commercial. With a limited budget, a seamless 30-foot chalkboard wall was built by tightly pulling muslin over flats, and painting chalkboard paint over the thin fabric to cheat the look of chalkboard. Light wooden flooring was installed, and white baseboard was added to create a realistic apartment. The space was then designed using West Elm's "Great Values" collection of furniture pieces to create a young student's bright, chic, and economically accessible living room. Accents of green plants alongside mustard yellow and white set dressing were used to further the bright and lively environment.
