Plankstaal is a locally and socially produced coffee table with a clear story behind every material and maker.
The brief
The product needed more than attractive imagery. Its value came from the way it was made, the people involved, and founder Mira’s ambition to prove that socially produced furniture could also feel contemporary and desirable.
My role
I developed the product-to-market approach and translated the story into a website, studio photography, and three product films. The aim was to create one consistent narrative across every customer touchpoint rather than treating the site, images, and video as separate deliverables.
Documenting the makers
I spent two days filming production at the 50/50 Wood and Wij 3.0 workshops. Working close to the process made it possible to capture both craft and character: hands, tools, materials, conversations, and the patience required to produce each table.
A connected content system
The teaser created curiosity and pace. The maker film placed the people behind the product at the centre. The introduction film explained how Mira moved from an idea to a finished piece of furniture. Together, the assets gave Plankstaal a credible, human launch story that could work across the website and social channels.