concept design and art direction
01. overview
01.1 briefing
The client approached us to create a campaign that differed from the traditional ones, which are usually cold and show lives and houses so perfect and tidy that they seem staged for advertising. We needed to create a concept for three distinct lines of lamps, each targeting a specific audience:
Smart Line: For ordinary people to light their homes for everyday use.
Intelligent Line: argeted at entrepreneurs, owners of art studios, sewing, design, or small cafes.
Expert Line: Aimed at larger businesses such as art galleries and large offices.
02. concept
02.1 design
Smart Line: We photographed the house as it really is, without production or changes to the environment. The decor included antique items mixed with modernist pieces, many plants, books, and vinyl records.
We spent the day with the family, capturing their moments together and individually, with light always making a difference, but focusing on the people.
Intelligent Line:
Location 1
Yes I Am" studio, designer Raquel Ferraz.
A small, charming studio with exposed wires, boxes, and jeans scattered around. Raquel often sat on the floor cutting fabrics.
we photographed Raquel's entire creative and artisanal process, highlighting her real environment and daily life with her dog.
Location 2
Studio of Gregório Motta, designer and surfboard craftsman
Store where Gregório makes and sells surfboards by hand.
We followed the process of cutting materials, painting surfboards, and sales, capturing the authentic environment and person.
expert Line: Art gallery and design office
We observed and recorded how lighting changes work environments, bringing coziness and making a difference in the lives of people who work and visit these places.
03. execution
03.1 art direction
The campaign highlighted the importance of lighting in people's daily lives, focusing on real and authentic scenarios, in contrast to traditional market campaigns. Light was presented as a transforming, essential, and present element, but the main focus was always on the people and their real environments.
04. Shooting
01.1 smartline – brazilian home
04. Shooting
04.2 intelligent line
Yes i am jeans
Raquel ferraz
@yesiamjeans
04. Shooting
04.2 intelligent line
aerofish
gregório motta
@aerofishsurfboards
04. Shooting
04.3 expert
art gallery
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