The main idea behind this campaign was to surprise the existing customers and intrigue new ones by playful and immersive visual direction.

Photographer Bryan Saragosa proposed a simple yet striking concept to bring out the essential silhouette, shape and colour for each highlighted product. A certain level of darkness and deep blacks were brought in for the season and to help elevate the colours.

In order to achieve that element of surprise, we slightly shifted the visual tone of the previous Black Week campaigns of Finnish Design Shop while retaining the crucial brand elements.

Utilising carefully composed still life photography that captures the essence of the brands’ design philosophy, blending these stills with motions, we were be able to achieve that effect of intrigue. With Bryan Saragosa’s distinct still life photography style, we we able to create sharp and clear product visuals as well as blurred, colourful and playful versions.

Each headlining product can be seen under two different lights, the blur as teasing material and the sharper versions as the live campaign visuals.

While the shoot was meticulously planned, there was still plenty of experimentation and happy accidents which ultimately led to an extremely cohesive but diverse set of assets.