FORM Kitchens sells premium modular kitchens — designed in Germany, delivered across the US — with no physical showroom. The challenge wasn't aesthetic. It was existential: how do you build trust for a high-investment product that exists only on a screen?

The work spanned three fronts: a Trade Program campaign targeting architects and interior designers, a testimonial series that put real homeowners on camera, and an editorial content system for organic social.

Every decision started with research. For the Trade Program, interviews with design professionals surfaced the real pain points — then shaped the messaging and visual direction for Meta, LinkedIn, and Google Ads. For the testimonial series, the camera never went on-site: instead, a structured interview process guided customers to capture their own footage authentically. The result became FORM's most-watched YouTube content, with a 966% increase in organic views.

The editorial reels translated FORM's architectural brand identity into Instagram — scripted, storyboarded, and animated to feel native to the platform without losing the brand's visual authority.

Three registers, one voice.

Role:
Creative Direction · Art Direction · Motion Design · Script & Storyboard · Campaign Strategy