May led the creative direction and production for the launch of the 14p, the first portable version of Bocci’s iconic 14 series. As a continuation of the light originally introduced in 2005, the 14p brought a new level of mobility and intimacy to Bocci’s sculptural lighting language.

The campaign included still life and lifestyle photography, alongside an intimate launch event — each element designed to emphasize the object’s material presence, scale, and functionality. Through spatial framing and visual restraint, May crafted a launch experience that extended the object’s impact across both physical and digital environments.

CREATIVE DIRECTION / EXPERIENTIAL DESIGN / ART DIRECTION & VISUAL STRATEGY

May's lifestyle art direction for the 14p integrated the piece with iconic design works throughout history, underscoring the product’s craftsmanship and sculptural essence. This direction encompassed a diverse array of distinctive environments within and around a renowned R.M. Schindler residence, creatively leveraging indoor and outdoor elements to spotlight the object’s portability.

For the still life shoot, the 14p was captured with a smoky, (sometimes) mirrored aesthetic, where depth played a central role. Against a neutral backdrop, minimal shadows created a sense of depth while maintaining a shallow focus. A subtle gradient at times and a cool blue tint added a touch of serenity to the composition.

To celebrate the launch, May hosted special guests at a private cocktail celebration. This party featured an installation in Los Angeles and was attended by a range of influencers, artists, designers, and celebrity guests.