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Responses by Gerard Calm, cofounder/creative director, Zoo Studio

Background: Corretja is a store that sells materials for construction and decoration. The store entrusted us to design of a communication campaign with a double objective: to enhance the service of the integral projects of kitchens and bathrooms, and to expand the client base to include those in the architecture and interior design sectors.

Reasoning: We designed the campaign to be based on the concept of creating a mood board, which is part of the work process for many architects and interior designers. We wanted to surprise the architecture and interior design sector, as we are familiar with their way of working. In most communication campaigns, it is common to see images of finished works used for the campaign, like fantastic kitchens and dream bathrooms. In our ads, you can only see the observed materials, which can be used in any way that you imagine. Instead of showing a single solution, we give consumers the option of imagining their own solutions.

Challenges: Convincing the client of our proposal. It was a groundbreaking proposal that had never been seen before, and the client had many doubts about its effectiveness. Luckily, Corretja trusted us and the effectiveness of the campaign was verified. Another challenge was the selection of materials. It took a lot of effort to review all the materials; some had to be discarded, combined and cut down to size. For other materials, we had to ask the manufacturer for a certain color. It was a project that took a long time.

Favorite details: We invested more time in the compositions of the different materials. We wanted to show the three-dimensionality of the materials and we used light and shadows in a way that would define the volume of each element well. The photography is one of the aspects that we are most proud of, together with the use of typography in the final composition.

Time constraints: With more time, we would have tried to incorporate other elements in the ads. We had more compositions designed to represent exteriors, leisure spaces, water and technical solutions for construction. The collection of photographs would have been larger. We had planned a new photography session for the end of March 2020 to make these new compositions and complete the graphic campaign, but the recent global health problem has delayed it.

Alternative approach: If we could start again, the final result would be more radical: the photo would take center stage, and we would delete the text, leaving just the headline. And we would try to introduce the human factor in the photography, with a hand placing the last element in the composition.

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