The San Francisco Museum of Modern Art collects historical and contemporary works of architecture, furniture design, product design, and graphic design. Morla identified that the collection needed more visibility to both the design community as well as those less familiar with the purpose and scope of design and the department. She worked directly with the curators to review and determine product, identify product attributes and researched interviews for designer quotes. Morla recognized that in order to achieve the drama and quality of the product imagery, she would have to turn to high resolution, still photography . She directed lighting the pieces dramatically on set to reveal the subtleties of the details. Morla created and supervised all aspects of the video production including photo art direction, typography, soundtrack selection and editing. This video was produced pro-bono for SFMOMA’s Architecture and Design Department and can also be viewed on the SFMOMA website.
SFMOMA Architecture + Design Collection Video
The San Francisco Museum of Modern Art collects historical and contemporary works of architecture, furniture design, product design, and graphic design. Morla identified that the collection needed more visibility to both the design community as well as those less familiar with the purpose and scope of design and the department. She worked directly with the curators to review and determine product, identify product attributes and researched interviews for designer quotes. Morla recognized that in order to achieve the drama and quality of the product imagery, she would have to turn to high resolution, still photography . She directed lighting the pieces dramatically on set to reveal the subtleties of the details. Morla created and supervised all aspects of the video production including photo art direction, typography, soundtrack selection and editing. This video was produced pro-bono for SFMOMA’s Architecture and Design Department and can also be viewed on the SFMOMA website.