Shu is a digital-first campaign vertical that aligns Knoll with contemporary art world tastemakers and influencers. A heritage brand, Knoll needed to speak to a burgeoning new consumer audience with aspirational, human-centered narratives.

Named after Florence Knoll, affectionately known as 'Shu’ to friends, the editorial campaigns honor her design philosophy, each talent partner inhabiting modern spaces that reflect her vision. I oversaw each campaign from concept to execution, scouting talent, producing photoshoots, crafting narratives and executing its go-to-market across channels, driving 1.3M organic impressions.

Photography by Max Burkhalter and Joshua McHugh.