Strange Practice
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Setting the style for stills and motion for Ernesta
Creative Direction & Art Direction

Ernesta is making custom-sized rugs (traditionally complex to purchase) easily available direct-to-consumer.

For DTC brands in the design space, presentation is paramount — For Ernesta, accurate color and texture in photography drives growth and reduces returns. Video content should balance style, education, and inspiration. All brand assets are designed to be modular, for use across e-commerce, social, paid ads, and beyond.

Ernesta’s interior photography features the rug as part of a wholistic design vision rather than leaning on highly stylized or trendy photography — elevating the brand beyond fast fashion.

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Setting the style for stills and motion for Ernesta
Creative Direction & Art Direction

Ernesta is making custom-sized rugs (traditionally complex to purchase) easily available direct-to-consumer.

For DTC brands in the design space, presentation is paramount — For Ernesta, accurate color and texture in photography drives growth and reduces returns. Video content should balance style, education, and inspiration. All brand assets are designed to be modular, for use across e-commerce, social, paid ads, and beyond.

Ernesta’s interior photography features the rug as part of a wholistic design vision rather than leaning on highly stylized or trendy photography — elevating the brand beyond fast fashion.

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The stakes are high for product photography. The images must put the consumer at ease that what they see on the website is what they’ll get on delivery day.

Each rug is photographed in several angles to highlight pile, serging, pattern, and texture.

Finding trustworthy information of quality in rugs is harder than you might think. Ernesta’s chief merchant is on a mission to change that through clear educational video content.

Not only has this work set the standard for Ernesta’s creative direction moving forward, but it has also played a pivotal role in positioning the brand for sustained momentum and growth, including the expansion into multiple physical locations and securing additional funding rounds.

Product photography by Will Styer, assisted by Lauren Barr

Interior photography by Pippa Drummond & Alice Gao

Quality video directed and edited by Wilson Cameron

Hair and makeup by Alex Levey & D’Angelo Alston

Talent styling by Alexis Badiyi

All set styling by Nora O’Neil

Production by Oh! Mgmt