concept design and art direction
01. overview
01.1 briefing
I had the privilege of leading the Brilia LED campaign, where I not only served as the Senior Art Director but also conceptualized the entire campaign. From receiving the initial briefing to constant client alignment and planning with the advertising agency GARAGE, I oversaw every aspect of this project.
02. concept
02.1 design
The concept for this campaign was truly unique and captivating. Our goal was to depict a couple in their daily routines—listening to music, reading a book together on the sofa, relaxing in bed, and walking in the rain with an umbrella. These ordinary activities were set in an extraordinary, minimalist environment without furniture or traditional props. Inspired by the film Dogville, we created a setting where the rooms were outlined on the floor, with no doors or handles, allowing the actors to perform as if these elements existed.
03. execution
03.1 art direction
To bring this vision to life, we used a mix of luminaires, LED strips, and both direct and indirect lighting. The absence of typical household items and furniture placed the focus on the interplay between light and the human experience, contrasting sharply with conventional home décor advertisements that showcase impeccably organized and staged environments.
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