Haier America

Agency — 50,000ft. Chicago
Role — Senior Designer
Creative Director — Ken Fox
Photographer — Todd Selby

Haier America is the IKEA of home appliances. Originally a China-based appliance brand, the client was looking to launch a lifestyle/product
campaign in the US with brand refresh and new packaging and product shots for their brand debut in the states—and we won the pitch. 

To bring their value propositions and brand personality to life, we held tissue sessions with the client to define brand voice and design aesthetic. We wanted the brand to feel fresh and appealing for Millennial Moms and families, as well as university students looking for a good deal on a dorm-friendly AC unit. Who knew product shots for appliances could be so fun. 

I directed the photo art direction, based off of the snapshots of everyday life and artists living in the city with the candid tone of Todd Selby. From my mood boards, we defined not only product photography, but an entire content library to define the brand.