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Picture Farm and the internal West Elm creative team partnered to re-define their look and feel, creating narrative templates they would use to build out whole campaigns. Offering up overall production strategies that would be brought to life efficiently in production and post, Picture Farm was able to shift and refocus the West Elm’s online video world in seamless time frames.


Defining and Crafting the Brand Personality Through Web Content


City Guides
Artist Documentaries
Web & Social How To’s
Product Portraits

West Elm "Front & Main" Local City Guides

PF Directors Toddy Stewart and Andrew David Watson traversed the country documenting the local knowledge of craftspeople and designers for West Elm’s Front & Main city guides. Working as one-man bands, Toddy and Andrew were behind the cameras and performing the interviews, getting a sense of the talented artists and designers favorite local spots in Nashville, Los Angeles, New Orleans, Oklahoma City and Charleston. All films edited at Picture Farm Post.

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Artist Documentaries

West Elm prefesses some driving principles besides trying to make wonderful product at a sensible price. Questions like, “who do you want to be when you grow up, what kind of growth ambition do you have, what does success look like?”
Traveling from Philadelphia to Fort Green to Whistable, with sometimes a crew and sometimes just a camera, Toddy was sent on a few fact-finding missions to capture the essence of how the answers to these salient questions play out with West Elm sponsored artists and craftspeople.

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