The Challenge
Client: Simple Human
Role: Creative Director
Year: 2022
2026 Curt Goodwin / All rights reserved.
Lead a creative team, freelancers and agency partners in developing creative strategies, providing art direction and establishing a high-end production pipeline for creating world class content that would communicate the brand’s high design ethos and lift its brand visual identity to new heights.
INSIGHTS
A $400 million dollar brand (at the time), Simple Human is a leader in designing and engineering high-performance, minimalist household tools that improve everyday routines. At the core of the brand’s success is its technology-driven approach, high design ethos and commitment to quality. Values that would serve as the backbone of a new visual identity that communicates them with exacting precision.
CREDITS
DIRECTOR OF PHOTOGRAPHY: SERGIO BAUTISTA
CREATIVE DIRECTOR: CURT GOODWIN
ART DIRECTOR: WELLY LO
STYLE DIRECTOR: NIKKIE TAVDI
PRODUCTION: BRCK STUDIOS
EDITING: BRCK POST HOUSE
OUTCOME
Established new elevated standards for photography, video and 3D/2D static content and CGI animations. Scaled creative output across all three verticals as a lever for helping to increase market share and drive $60M + YoY in margin.
CREDITS
DIRECTOR OF PHOTOGRAPHY: EDEN TYLER
CINEMETOGRAPHER: YAYO AHUMADA
CREATIVE DIRECTOR: CURT GOODWIN
ART DIRECTOR: JACYLN KERSHEK
STYLE DIRECTOR: ROXANNE BANAS
EDITOR: LOOK GIDEON
