Parachute Print Design
Parachute is a lifestyle-driven home essentials brand known for its modern design, use of natural materials, and role in redefining bedding as a more elevated, personal purchase. Below is a selection of print work; as Art Director in a lean startup environment, my role in these projects spanned layout design, photo art direction, establishing brand standards, creating templates and more.
Gather Journal Ads
The goal of the photo art direction for these ads was to reinforce the idea that Parachute makes starting and ending your day better. We aimed to capture soft, candid moments that felt personal. Natural lighting and minimal styling created an inviting atmosphere and helped the models appear genuinely relaxed in a cloud of bedding. The cozy textures highlighted the quality of the products and evoked a sense of ease, comfort, and emotional well-being.
Role: Photo Art Direction, Layout Design, Print Production
Village Voice Ads
As an extension of the Gather Journal campaign, these ads were designed to evoke warmth and highlight how Parachute bedding brings comfort and calm to everyday moments. Brighter, higher-contrast images were chosen and color-corrected to reproduce well in newsprint.
Role: Photo Art Direction, Layout Design, Print Production
Los Angeles Billboards
Appearing throughout the city around the time of the 2016 presidential election, the ad’s tagline “Sleep through this.”, paired with an image of a sleeping model wrapped in soft bedding, acknowledged the stress many Angelenos were feeling and offered a gentle reminder to prioritize self-care through rest. The bed was presented as a safe space and a personal sanctuary from the outside world.
Role: Photo Art Direction, Layout Design, Print Production