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PULPO | PLANET PULPO CAMPAIGN
Art direction | Photography
Art direction | Photography
Year: 2023 (concept started June 2022)
Role: Concept and creative lead, photographer, retoucher
Client: pulpo GmbH
Team: pulpo’s art director, assistant graphic designer (layouts)
Tools: Photoshop, Aftereffects, Premiere Pro
Outputs: Catalogue, website, social media, campaign film
Role: Concept and creative lead, photographer, retoucher
Client: pulpo GmbH
Team: pulpo’s art director, assistant graphic designer (layouts)
Tools: Photoshop, Aftereffects, Premiere Pro
Outputs: Catalogue, website, social media, campaign film
Overview
A campaign that sent pulpo’s handcrafted glass, stone and ceramic designs to a new planet: a cinematic story told through an astronaut, shot in a stone-production site and a concrete hotel in Basel.
A campaign that sent pulpo’s handcrafted glass, stone and ceramic designs to a new planet: a cinematic story told through an astronaut, shot in a stone-production site and a concrete hotel in Basel.
About pulpo
pulpo is a design editor for high-end home products: lighting, furniture and accessories made with natural materials, with a focus on glass since 2013.
pulpo is a design editor for high-end home products: lighting, furniture and accessories made with natural materials, with a focus on glass since 2013.
Challenge
pulpo needed a fresh visual language for its 2023 editorials. The brand’s designs are handcrafted from natural materials, and the story around them needed a new vision across website, social media and print. Having a story to tell, was what the previous look was missing.
pulpo needed a fresh visual language for its 2023 editorials. The brand’s designs are handcrafted from natural materials, and the story around them needed a new vision across website, social media and print. Having a story to tell, was what the previous look was missing.
Approach
The idea came after the team returned from Milano Design Week in June 2022: a new planet, a new world, a new era of design. Stanley Kubrick’s films (2001: A Space Odyssey, Eyes Wide Shut, A Clockwork Orange) guided the visual direction.
The idea came after the team returned from Milano Design Week in June 2022: a new planet, a new world, a new era of design. Stanley Kubrick’s films (2001: A Space Odyssey, Eyes Wide Shut, A Clockwork Orange) guided the visual direction.
I wrote the concept and scenario, and we sketched a storyboard together. The team then upgraded the brand’s look and feel, with new styles, colours, fonts and a new way of presenting designs.
An astronaut became the storyteller, the first human to land on PLANET PULPO and discover the designs and their finishes. We shot the first part inside the ground where the stone is produced, matching handcrafted designs to the materials they come from. For the second part, the astronaut’s new home, we searched for a location with concrete walls and round windows like a spaceship, and found SILO HOSTEL in Basel.
Result
The campaign gave pulpo a new look and story, used across the 2023 catalogue, website, social media and a campaign film. [Add what you can: reach, engagement, sales or press, client feedback, how long the visuals were used.]
The campaign gave pulpo a new look and story, used across the 2023 catalogue, website, social media and a campaign film. [Add what you can: reach, engagement, sales or press, client feedback, how long the visuals were used.]
Credits
Concept and scenario: me.
Photography and retouching: me.
Layouts: assistant graphic designer.
Developed with the entire pulpo team.
Concept and scenario: me.
Photography and retouching: me.
Layouts: assistant graphic designer.
Developed with the entire pulpo team.
Watch the full campaign video