Small apartment. More stuff. Where do you put it—and where does everybody sit?
Created to accompany a PureWow article about maximizing seating and storage, this home-design video visits the writer’s own apartment as she demonstrates the furniture choices and styling solutions she uses to make better use of limited space.
Rather than presenting an idealized showroom, the piece shows those ideas working in the place where she actually lives.
This was designed as a companion piece to an existing PureWow article, so the goal was to translate the writer’s advice into something visual and practical.
We filmed in her apartment, using her own furniture and styling as the demonstration. Having the writer present the ideas in the space where she actually used them gave the video a natural authenticity—we weren't recreating her recommendations for the camera; we were documenting how they worked in real life.
Most of the production was intentionally simple and observational, allowing the apartment and the space-saving ideas to do the work.
For the ending, though, I wanted something a little more playful.
I locked off a wide shot of the apartment and filmed her seated in several different positions around the room. In post, I composited those performances into a single shot, creating multiple versions of her occupying the apartment simultaneously.
It gave the piece a visual punchline while reinforcing the central idea of the story: you may have more places to sit than you think.