A Different Shade of Sophistication
The new alternative to stainless steel appliances had arrived. We were challenged with the monumental task of introducing its unique beauty to the world. It was all hands on deck!
The new finish
This one was a BIG deal. Our client was introducing a new color category and we were charged with providing the stunning visual assets for all launch materials. The challenge was to capture its very distinctive characteristics, while supporting its position as a premium alternative for the style-savvy consumer.
Luckily, we had a gorgeous product to work with. Aptly named Slate, the finish was rich, dark, warm and matte—very different from traditional appliance colors. In addition, Slate had an innate ability to complement a wide spectrum of materials and colors. It required a balanced approach: wide environment shots to showcase the complementary nature, plus tight, focused shots to highlight detail, texture and richness.
The plan of attack
- Custom kitchen set design
- Modern set materials and colors
- Hip, stylish models
- Contemporary propping
- Wide perspectives for context
- Dramatic angles and lighting
- Set design
- Set construction
- Web video
- Images for sales collateral, training, point-of-purchase, web
This exquisite set was built in our 10,000-square-foot studio. In this shot, we manipulated the lighting to simulate a morning scenario.
Pretty & practical
In addition to the elegant beauty, we were also strategic and thoughtful about capturing the practical advantages of the product. We wanted consumers to be able to visualize these appliances in their lives and how they could complement their space and daily routines. We showcased Slate products in action—with and without models.
In addition to photography and video, we called on our CGI team to create Slate assets for the web. Our ability to replicate products with the highest form of realism gave our client the flexibility to quickly feature styles and configurations on the web—even before they were in production.
Also, note the change of cabinetry, countertop and props among the three images. In a CG environment, we were able to add more variety in surrounding materials and styles. This helped enhance the consumer experience during the decision-making process. Pretty cool!
Ready to soar?