Cramer: Designing Helix

Project Snapshot

Role Brand Manager • Director • Producer • Cinematographer • Editor

Deliverables Product Launch Film

Audience Dealers • Healthcare Designers • Customers

Tools After Effects • Premiere Pro • Sony Cinema Cameras

Overview

For decades, Cramer was known for building durable, high-quality seating, but the brand had become associated with products that felt traditional and utilitarian. The launch of Helix marked a turning point—the first product developed by a new design-focused R&D team and an opportunity to reposition Cramer as an innovative leader in healthcare seating.

My Role

As Brand Manager, I led the creative vision for the launch while directing, producing, filming, and editing the project from concept through final delivery. Rather than creating a traditional product video, I focused on telling the story behind Helix—highlighting the design philosophy, craftsmanship, and innovation that signaled a new direction for the company. Every creative decision was made to reinforce Cramer's evolution into a modern, design-driven brand.

Impact

The Helix launch became more than the introduction of a new chair—it represented the beginning of a new chapter for Cramer. The film helped reposition the brand within the healthcare furniture industry, shifting the conversation from functional seating to thoughtful design and innovation while supporting the launch of the company's next generation of products.