Redefining the Modern Workplace Aesthetic

DropDrop was tasked to bring West Elm’s vision of the modern workplace to life. Using their distinct aesthetics – Industrial, Mid-Century and Modern – we crafted a commercial spot that shouted ‘Work has evolved; it’s stylish, it’s personal’. Our objective? To transform the script and style guide into a compelling narrative that echoes the pulse of today’s dynamic work environment.

Cinematography and Design

Our choice of cinematography equipment was a crucial. To capture the fluidity and dynamism of the modern workspace, we utilized a fisher dolly with an original slider. This enabled us to achieve slick, smooth movement in our shots, complimenting the stylish design aesthetics of the set. Through this approach, we were able to visually embody the merging of style and smart design that is central to the West Elm Workspace brand.

Art Direction

Craig Harmer, the DP, and Cassidy Bisher, the director, worked in synergy to capture the essence of West Elm’s unique aesthetics. Drawing from West Elm’s Style Guide, they meticulously framed each shot to highlight the Industrial aesthetic with its raw steel and fluted glass, the Mid-Century Modern aesthetic with warm woods and tactile surfaces, and the Modern aesthetic with white surfaces paired with pecan-finished ash details.

Camera & Lensing

We selected the Red Epic Dragon and the Cooke 5/i Super 35 lenses for our production package, inspired by the West Elm Style Guide and Workspace Handbook. The 5/i lenses, revered for their vintage look and pleasing skin tones, perfectly reflect West Elm’s Industrial, Mid-Century, and Modern collections. Together with the Red Epic Dragon’s high-resolution capabilities, we captured the intricate details of West Elm’s accessories, textiles, lighting, and wall decor. This approach effectively embodied the West Elm aesthetic, highlighting the evolving role of workspaces in today’s dynamic environment.

Shedding Light on Workspace Evolution

Craig Harmer, in collaboration with Gaffer Matt Lowing and Dave Lowing, created a lighting strategy that brought the West Elm Workspace vision to life. The team’s approach prioritizes accentuating the workspace’s unique blend of style and functionality. By expertly combining natural and artificial light, they’ve managed to highlight the rich textures and finishes of the workspace, and the actors’ interactions within this setting.

Directors Statement

“Directing the West Elm Workspace Spec Spot was an experience like no other. It was a three-day marathon filled with creativity, hard work, and a whole lot of planning. But let me tell you, it wasn’t just about making a commercial – it was about telling a story.

I had the privilege of working alongside Craig Harmer, a man whose talent for capturing the vision was truly remarkable. Together, we ventured into this project with one goal in mind – to create emotion in every frame, to leave a mark, to create a ripple.

We didn’t just set up cameras and capture what was in front of us. No, we built a world from scratch. The art team constructed walls on set to create the perfect look and feel for our workspace. We curated desk accessories from Poppin, art books, and plant suggestions to breathe life into the space. We played with different paint treatments – blue, concrete, artist – to add layers to the mood of each scene.

Our style guide was more than a list of dos and don’ts. It was a treasure chest of inspiration, showcasing aesthetics ranging from industrial to mid-century and modern. Every piece of furniture, every accessory, every light fixture was carefully chosen to contribute to the story we were telling.

But at the core of it all, was the humble realization that workspaces are evolving. They’re not just about functionality anymore. They’re about fostering creativity, promoting well-being, and making people feel comfortable and welcomed.

And so, over those three intense days, we didn’t just make a commercial. We brought a vision to life, a vision of the future workspace. And let me tell you, as someone who is always striving to be better, creating the West Elm Workspace Spec Spot was a humbling journey that I’ll carry with me always.”