Birch Lane: Joyful Living

The goal of this Birch Lane campaign was to celebrate timeless anchors, the pieces that make a house feel like home and set the stage for the magical moments that unfold within it.

We cast a real-life couple, two spirited young actors, and a grandmother who, along with her “granddaughter,” surprised us with a fully choreographed dance of their own. Naturally, we had to include it.

I led video production end-to-end; partnering once again with See Me Creative: overseeing the budget, aligning internal stakeholders from creative development through post-production, overseeing on-set execution, and driving final delivery across TV, CTV, YouTube, website, and social. Airing now on linear TV to celebrate the launch of Birch Lane’s first retail locations!

Though it was a soggy day in Bedford Hills, the cast and crew brought the light (both literally and figuratively). Their energy and joy carried through every moment. That s’more bite, visceral. Blowing bubbles in milk, nostalgic. This one was as heartfelt behind the scenes as it looks on screen.

Birch Lane: Classic Style For Joyful Living | Director, Sara McDowell

Creative Director, Lydia Cincotta

Art Director, Jess Ginsberg

Global Creative Producer, Christine Reilly

Producer, Alyssa Campbell 

Visual Merchandising, Jen DeRose

CMO, Johnice Bristol

Brand Manager, Kerry Ricciato

Director, ECD, Sara McDowell/See Me Creative

Executive Producer, Nicole Van Straatum/See Me Creative

Creative Producer, Kimberly Goedhart/See Me Creative

Producer, Alexes Bowyer/See Me Creative

DP, Adam Uhl

1st AD, Jasmine Osean Thomas

1st AC, Graham Deneen

2nd AC, Angelo Gentile III

2nd AC & Media Manager, Jadzia Erskine

Production Assistants,  Dylan Divine Sicherman, Jauwon Givens, Rashawn Jackson, Sid Mauers, Jules Shropshire

Gaffer, Dino Davaros

Key Grip, Kevin Deming

BBG, Chris O'Keeffe

BBE, Cole Terra

Steadicam Operator, Ryan Gredd Smith

Driver/Swing, Liam Rowley

VO Artist: Shannon Holder

Audio Studio: Interlude Sounds

Video Post House: Forager 

Video Editor: Kat Yi

Music Composition: Fidelo, Chester Ananad

Post Producer, Kerry Mack/See Me Creative

Production, Patrick Mapel/CAMP Productions

Sample Coordinator, Julien Borno

Production & Merch Assistants, Luca Benacerraf, Justin Dega, Miguel Libarnes, Taylor Ong, Mac Pogue, Braden Putney

Prop Stylist, Elizabeth MacLennan/Pat Bates & Associates.

Prop Styling Assistant, Mario Alonso

Prop Stylist, Jackie Grandon

Prop Styling Assistant, Lauren Dumler

Art Assistant, Michael Cummins

Wardrobe Stylist, Savannah White

Wardrobe Stylising Assistant, Jack Kahn

Hair Stylist, Miok Donnelly/Judy Casey

Hair Styling Assistant, Emily Knapton

Make Up Artist, Maya René/GODMOM

Make Up Assistant, Ashley Brignolle

Talent, Gwendolyn Gibson/JGD

Talent, Hector Carrasquillo/JGD

Talent, Walker Dent/DDO

Talent, Remy Roth/Generation

Talent, Elaine Netis/AMA

Shot on location in Bedford Hills, NY

Location Agency, Andrea Raisfeld Locations