The Story Behind the Semihandmade Mural

Semihandmade commissioned San Diego-based muralist Janie Rochfort (a.k.a. Betty Larkin) to paint a mural at the national headquarters in Monrovia, CA. I fully-produced a video, from concept to execution, that illustrated the artist’s vision as well as communicated the brand’s core belief—anyone, no matter who they are or where they’re from, deserves a beautiful, personalized space. This video served a dual marketing purpose for both the artist and Semihandmade—a growing lifestyle brand that was the first to offer custom-look doors and panels for Ikea kitchen/bath/media cabinets.

Project highlights:

• Figuring out how to meld the company’s beliefs with the artists’ vision through storytelling

• Conceptualizing and animating the Semihandmade “paint drop” logo reveal in After Effects.

• Structuring the narrative and writing interview questions that would propel the story in the right direction

• Shooting the video and seeing Janie at work!