Joybird

Logan Modular Collection

For the launch of Joybird’s Logan Modular Collection, I developed a content strategy focused on creating lifestyle-driven, social-first imagery that felt both elevated and authentic to the brand. I led the creative direction and project management for a Los Angeles shoot with Erik Kenneth Staalberg, developing a mix of UGC-style video, photography, 35mm film, and behind-the-scenes content.

The resulting content was designed to give the collection a sense of place and personality across social, balancing polished product storytelling with more candid, editorial moments. The shoot produced a versatile library of assets that could be used across launch content, including Reels, lifestyle imagery, BTS storytelling, and day-in-the-life content.

• Tuesdays – Joybird
• Greenery – Joybird
• Greenhouse – Joybird
• Behind the Scenes – Digital
• Day in the Life with Joybird
• Behind the Scenes – 35mm Film