Year: 2017
Tags: Art Direction and Design, Creative Production, Strategy and Design Thinking, Brand series
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A coherent yet flexible act
Produced by White Horse –a Folch company dedicated to production and activation– the ‘Product Series’ is directed in a sober environment featuring monitors and modules in different shapes, sizes, colours and textures, bringing different lighting into a coherent yet flexible display. Treating the lamps as pieces of art, we wanted to bring them into a sublime space where the visual and distinct effect of the light is the protagonist. Curating a display that would set the mood of an art installation, the campaign took shape. Combining art direction by Folch and cinematography by White Horse’s Pol Gonzalez, the adept and elegant audiovisual pieces reflect the vision behind the detailed work of the designer. The idea behind developing a brand series is to reach the public in a meaningful way, using audiovisual content in tandem with printed assets, to communicate a narrative across a variety of different platforms.
Brands tend to pay a lot of attention to their competitors; what they do, what they show etc. Within the new paradigm, we tried looking beyond to another place, field, environment; why wouldn’t fashion be a good starting point the treatment of a brand like Marset?
Rafa Martínez, COO and Partner at Folch
“Folch built a set of architectural structures with a careful selection of textures and colours that surround the dialogue of a certain sophistication, closer to the fashion environment.” Isabel Valle, Marketing Manager
Photography by Marçal Vaquer
An artistic light on the objects
We introduced Marset and its products on a secondary layer in the previous campaign, ‘Reflections on light’, casting light on the designers behind the objects. With ‘Product Series’ we decided to turn the spotlight to the lamps and place them on the surface of communication, displaying them as artworks as part of a new brand series approach. By unveiling the process of light we move closer to its motive and its nature. Behind any object there is an artistic practice and vision – an intention to bring an idea to life.
“I believe light is only interesting because there’s darkness” Mathias Hahn, Product Designer
Disclosing the creative process
The ‘Product Series’ campaign discloses the creative process behind each lamp in a conversation with the designer. In the first audiovisual episode we meet Mathias Hahn, the creator behind ‘Theia’, a lamp dedicated to the Greek goddess – mother of the sun, the moon and the dawn. A design merging both light and shadow in a single piece.
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Product Series is a collection of audiovisual pieces in which we approach the product through a conversation with the designer. The author’s gaze reveals unexpected facets of the process of creation which add value to the final result of the product.
Producing pieces for multiple causes
The production took place in Tuset studio and added up to a series of audiovisual pieces featuring the two designers and another three short takes of 10 seconds to accompany the campaign across different platforms and formats. All the pieces are filmed with the camera Canon 1DC and with Zeies CP2 lenses from Aclam Foto.
Produced by White Horse / Art direction and concept: Folch / Photography cinematography: Pol Gonzalez / Assistant camera: Lluis Ferrer / Gaffer: Alex García / Editing: Bernat Granados / Sound: Blai Barba / Coordination: Isabel Valle, Marketing Manager Marset
The simplicity of an artisan
In the second episode the relationship between artisan and designer is conceived through a the vision of ceramist and product designer Xavier Mañosa. His new collection ‘Pu-erh’ distinction lies in its use of ceramics as material to yield a lamp with a delicate, fabric-like effect. The Pu-erh begins with a rough sketch, drawn by the hand of its designer to then be transferred directly to the mold. The result – a collection completely dedicated to the simplicity of its artisanal process.
Product Series for Marset. Photography by Marçal Vaquer
“I don’t stop being an artisan because I use a computer. This is part of my consciousness. Of the idea you work from,” Xavier Mañosa, Potter and Designer
The common thread of the new collection
In conjunction with the video production, a still life shooting for the new collections was conducted with photographer Marçal Vaquer. A delicate imagery set in the same environment as the audiovisual conversations to be used for the new catalogue and other communication tools.
Following the catalyst of the art direction, the common thread of the catalogue follows the spotlight of the lamps – with the exquisite still life photography accompanied by the imagery capturing the process of bringing the creative idea to life.
“We designed this new stand for Marset thinking that the different collections of products could be individually exhibited in specifically dedicated spaces. We work in the search of several materials that could accompany and dialogue as funds of the different families of lamps.”Stefano Coli, Architect and Industrial Designer
In collaboration with architect and designer Stefano Colli, we recreated the installation set for the audiovisual pieces and photography for the stand used for Salone del Mobile in Milan, 2017. With the aim to reflect the same artistic environment as the Product Series, the stand was designed with the same materials and textures as the photographic set, treating the lamps by Marset as an objet d’art.
