Creative Spaces - London, New York, & Chicago
Steelcase is the largest manufacturer of office furniture in the world. The first campaign we tackled together was for the Think chair over 15 years ago. To this date, it still remains one of their most successful product launches in many years. Since then, they have relied on me for the majority of their advertising and major product launches because of my ability to photograph their products and people interacting with their environments in an authentic manner.
Steelcase’s forward thinking is what has kept them a market leader for many years, and they had the foresight to partner with Microsoft to develop the “Creative Spaces” campaign in order to capitalize on the trend of workplace environments shifting toward more creative atmospheres. They needed photographs that captured this new look and feel for the brand and would cement them as a go-to source for businesses that are developing these types of environments for their own employees.
THE GAME PLAN
Steelcase envisioned a shoot that took place in office environments that appear to encourage creativity by way of it’s inspiring and stimulating interiors and use of Microsoft technology. To do this we shot their creative workspaces in London, Chicago, and New York, and featured models who interacted with each other while engaging in work on Microsoft Surface tablets, Surface Studio 2, and Surface Hub’s in a variety of Steelcase creative work environments.
The shoot took place over 15 days in three major cities with a cast and crew of 60 people. Over 100 final images were created for print, social media, advertising, and a big PR announcement of their partnership with Microsoft.