This was another major client with a large national campaign, selling sofas and house furnishings in a very crowded and fiercely competitive market. Placing them in the market at the right level was a big challenge.
On the one hand their products were very competitively priced at the budget end but on the other hand the products had to be shown in the best light and of quality. The “high-end” look had to be avoided due to others already occupying the place but more importantly, “affordability” had to be styled to make the ads look attractive without looking over stylised and expensive.
The speed at which the ads had to be produced were at times insane, some were turned around in 48 hours! This was mainly due to new stock coming in, getting the ads out before the competition and modifying the prices, sometimes 12 hours before submitting them, hence editing and re-editing for 30 hours without sleep was often, incredible challenge at times and proudly accomplished. Most of the ads were filmed in the stores which had multitude of problems for lighting and equipment where expertise always overcame the obstacles.
Later on in order to change the look and feel of the ads, certain very cost affective CGI techniques we developed allowed us to place the furnishings into real locations without ever going there!
