PELLA

Challenge: To increase awareness for the sound-reducing capabilities of Pella’s Lifestyle Series windows and doors. They cut noise by 52%.

Insight: Noise pollution is a serious problem that negatively affects happiness, emotional state, and mental well-being.

Solution: Build a structure in Grand Central Station equipped with Pella windows, and test the “Sounds of New York.” inside.

My Role: Art Direction & Design Lead

Press: PR Newswire and Event Marketer

Over the last year, the Pella business has grown to include the development of Pella’s new brand strategy,
omnichannel strategy, activation strategy, and content strategy. The partnership has continued this year with
advertising and content development. Below is the 2018 print campaign we shot with photographer Chris Ozer.

All sets were custom built by Pella architects for this photo shoot—nothing was shot on-location.

Anecdote: This was Pella’s first toe-dip into experiential advertising—we worked in tandem with their internal architects to concept the structure design.