There was a collaborative effort with the client to establish personas for each of the three conference room tables. I provided direction to the rendering artist pushing for more natural textures and gradients of light in an artificial format. The focus of the imagery was to highlight the strong design ethos behind these beautiful tables.
In collaboration with Format Studio and Steelcase we identified personas for the creative direction. I provided direction to the rendering team striking a balance between realism and being natural with overall layout, camera angle and stying. The creative push was to modernize the office but not take it too far that it would be out of reach for Steelcase’s customer.
Format Studio and I collaborated with Steelcase Healthcare to identify personas for each of the products that were to be featured. There as a tremendous amount of research in this project that uncovered trends in the healthcare industry that could be applied to the imagery. My role was to bring the initial vision to life and give detailed direction to the rendering team over the course of many edits.
