Year: 2018
Tags: Art Direction and Design, Brand Journalism, Brand Series, Creative Direction in Production, Strategy and Design Thinking, Brand series
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Communicating a brand means spreading different messages to an audience reflecting core values. After the philosophical approach of Reflections On Light which spoke of light designer marset’s interpretation of light, we turned the communication and image into a different direction, building on previously established associations. We called it Product Series, an evolving collection of videos using brand journalism and conceptual abstraction to present a new product, its designer and the artisanal process behind the creation of every lamp.
The story behind each lamp
Every piece of the Product Series places the lamp in the center of attention through the interviewing of its designer on the lamp’s aesthetics, its personality and discourse. With the production and direction skills of production house White Horse, each lamp saw itself placed within a customized set, allowing lamp and designer to interact with each other while relating the designer’s personal story behind every creation, humanizing the object into a character and displaying its main features and lighting concept. For physical support we translated the concept into photography shot by the lens of Marçal Vaquer, who shot the marset’s newest collection.
After Reflections on light, we decided to be more precise by focussing on specific products. I believe there’s many ways to artistically explain what’s behind each Marset lamp.
Rafa Martínez, COO & Brand Strategist at Folch
An overlay of basic geometric figures
Bicoca by Christophe Mathieu is born with the optimism of brightening life and accompanying the good times, wherever you go. This new colorful, lightweight portable lamp projects an intimate light that adds warmth to all your personal spaces.
Joan Gaspar'a Djembé and Jaime
In the echo of light, industrial designer Joan Gaspar tells us a story of repetition and compositions introducing his award winning creation Djembé, turning material generally used for big outdoor pieces into a more emotional entity. In parallel he presents Jaime, investigating the use of fabric in luminaire making.
“Things are happening on the outside but also interesting things are happening inside.”
Joan Gaspar, Industrial Designer
Christophe Mathieu's Piola and Copérnica by De Ramírez i Carrillo
Piola by Christophe Mathieu is all about movement. As such we designed a set created to highlight its spinning and playfulness, resulting in an interaction between the creative process of the designer and the lamp that was created from it. Copérnica by De Ramírez i Carrillo in its turn was designed from the subtle movement two fingers able to transport a point of light into a different direction. From it, a balanced and delicate lamp came about and consequently, a measured and harmonious setting was designed for its video essay.
