Staalform

Overview

A newly launched furniture brand producing minimal, clean steel furniture—tables, shelves, and storage pieces with a strong architectural aesthetic.

As a brand-new company, they needed to go from “no content” to a launch-ready presence fast:

• Establish a clear visual identity that matches the product (clean, minimal, premium)

• Build a content library for website + social + ads

• Create enough variety in one production day, with only part of the furniture ready to shoot

• Produce assets that could work even without a fully defined offer or prior communication strategy

My role

Creative Strategist + Content Creator
I led the content planning and creative direction, built the asset plan, developed concepts, and executed production with a focus on efficiency and reusability across channels.

Creative approach

Asset-first plan
Mapped launch essentials across website, organic social, and paid, so every deliverable fit into a clear system.

• Built for constraints
  One-day shoot + limited products → chose flexible locations and maximized output per setup to create multiple deliverables fast.

• Varied content mix
  Produced product-focused videos, talking-head credibility clips, and scroll-stopping creative edits for organic + ads.

• Hero film: longevity story
  Showed “steel furniture lasts” through three life stages: young couple → family with kids → older couple.

• Next step: trust batch
  Planned a follow-up content layer built on social proof, showing the furniture in different real homes.

Results

The project delivered a launch-ready content system in one day—giving the brand enough assets to:

• Populate the website with premium product visuals

• Launch social channels with consistent creative direction

• Start running ads with multiple video formats and angles

• Build on the library with future edits and trust-building content