Permanent Collection

Form & Function: Changhoon Nam Branches Out

Posted on Tuesday, March 10, 2026

Following up on his standout spec spot for the Herman Miller Aeron chair (featured in the Stash Annual 2025 and issue 174), 3D motion designer Changhoon Nam turns his talents to Branch’s Ergonomic Chair Pro.

Changhoon Nam: “This project showcases the diverse performance and features of the Ergonomic Chair Pro through two distinct short films. The focus was on visualizing the product’s functional beauty alongside dynamic motion.

“The primary challenge was harmonizing three key elements within each 15-second time frame: the chair’s core functions, the rhythm of the soundtrack, and the specific aesthetic requested by the client.

“The focus was on visualizing the product’s functional beauty alongside dynamic motion.”

“For this project, I bypassed the traditional storyboard phase and moved directly into rough previz. Once the previz was approved, I focused on look development, then fine-tuning the motion and timing to ensure a high-quality final render.

“To ensure the functional explanations went beyond mere information delivery, I aimed to foster both visual interest and understanding by tightly timing the feature demonstrations to match the mood and beat. To achieve this, I developed various layouts and motion sketches at the previz stage.

“One notable departure from my typical workflow was the integration of Adobe Firefly’s AI sound tools to create and apply the sound design. I was able to generate high-quality sound effects that enhanced the overall detail of the motion graphics without any steep learning curve.”