Pode

The impact of this photography campaign was bigger than expected within the interior line of business and resulted in a major increase in sales.

To accomplish an uncanny ambiance, the creative team went back in time. Mainly they were influenced by the works of the American painter Edward Hopper. This because of the way he looks at emotion and the experience of characters in his paintings from the perspective of a voyeur.
The photographer used a type of photography to creates a dream world, which entails more than just ideas; it becomes a full identity. A timeless and boundless identity related to a cinematic experience.
Different from other interior campaigns, everything is meant to look unreal – the spectacle of human behaviour and also the interior does not exists in real life.

The Label Pode – a daughter company of Leolux – was ready for a new identity.

Therefore Pode’s art director, got together with the photographer.

An identity that would be groundbreaking, appeal to a younger target group, and convey an international appeal. Luckily they were given a free hand in the creation of ideas and further implementation.
When the project was initiated, the interior branch was flooding the world with photography of real houses and real people.
Hence, the main focus was the photography part. The goal was to create photography that distinguished itself from all other imagery within the domain of photography.