Responses by Young & Laramore
Background: To celebrate the launch of Brizo’s limited edition Vettis Concrete faucet, Young & Laramore created an integrated campaign including print ads, an immersive gallery exhibit at New York Fashion Week and a film by Berlin-based artist Susi Sie. Beginning with cryptic invitations promising: “A new vision of luxury will be cast,” Brizo then teased the launch on Instagram, Facebook and Twitter, building anticipation as followers tried to guess what Brizo was about to unveil.
Reasoning: Considering that Brizo is an innovator in the luxury fittings space, the reveal of this limited edition concrete faucet needed to reflect the pioneering use of natural elements, proving that beauty can be found where you least expect it.
Challenges: We’ve been doing high-end, fashion-inspired work for Brizo for many years; the print ads presented us with the challenge—and opportunity—of finding the place where fashion intersects with the artisanship of this faucet. The gritty, dramatic aesthetic we created feels luxurious and intentional, while also highlighting the materials and process at the heart of the Vettis Concrete story.
Favorite details: How well the video and photography assets complement each other. We were fortunate to work with two great artists whose styles, while vastly different, ended up marrying beautifully on the page and screen—each showcasing “the beauty of concrete” in its own distinctive way.
Visual influences: The process that goes into making each faucet. Hearing the artist—and yes, it’s just one person who molds the concrete by hand—explain how he works with the material from beginning to end was fascinating. Seeing the concrete in its different states all but begged us to enter into that macro photography world and explore it. The handmade nature of the process influenced the rest of our photography, as well. We wanted everything, even the hero product shots, to have a handmade, imperfect feel that’s still unmistakably luxurious and refined.
Specific demands: Creating high-end experiences for event-goers is never easy, but it’s especially tough when your audience—in this case, high-profile design media and tastemakers—have such exacting standards. We had to create something memorable and unexpected.