Marset ‘Product Series’ by

eng esp
Client: Marset
Year: 2017
Tags: Art Direction and Design, Creative Production, Strategy and Design Thinking
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A coherent yet flexible act

Produced by White Horse –a Folch company dedicated to production and activation– the ‘Product Series’ is directed in a sober environment featuring monitors and modules in different shapes, sizes, colours and textures, bringing different lighting into a coherent yet flexible display. Treating the lamps as pieces of art, we wanted to bring them into a sublime space where the visual and distinct effect of the light is the protagonist. Curating a display that would set the mood of an art installation, the campaign took shape. Combining art direction by Folch and cinematography by White Horse’s Pol Gonzalez, the adept and elegant audiovisual pieces reflect the idea behind the detailed work of the designer. 

  • Folch - Marset ‘Product Series’
  • Folch - Marset ‘Product Series’
Folch - Marset ‘Product Series’

Photography by Marçal Vaquer

An artistic light on the objects

We introduced Marset and its products on a secondary layer in the previous campaign, ‘Reflections on light’, casting light on the designers behind the objects. With ‘Product Series’ we decided to turn the spotlight to the lamps and place them on the surface of communication, displaying them as artworks. By unveiling the process of light we move closer to its motive and its nature. Behind any object there is an artistic practice and vision – an intention to bring an idea to life.

Disclosing the creative process

The ‘Product Series’ campaign discloses the creative process behind each lamp in a conversation with the designer. In the first audiovisual episode we meet Mathias Hahn, the creator behind ‘Theia’, a lamp dedicated to the Greek goddess – mother of the sun, the moon and the dawn. A design merging both light and shadow in a single piece.

Producing pieces for multiple causes

The production took place in Tuset studio and added up to a series of audiovisual pieces featuring the two designers and another three short takes of 10 seconds to accompany the campaign across different platforms and formats. All the pieces are filmed with the camera Canon 1DC and with Zeies CP2 lenses from Aclam Foto

Produced by White Horse / Art direction and concept: Folch / Photography cinematography: Pol Gonzalez / Assistant camera: Lluis Ferrer / Gaffer: Alex García / Editing: Bernat Granados / Sound: Blai Barba / Coordination: Isabel Valle, Marketing Manager Marset

 

The simplicity of an artisan

In the second episode the relationship between artisan and designer is conceived through a the vision of ceramist and product designer Xavier Mañosa. His new collection ‘Pu-erh’ distinction lies in its use of ceramics as material to yield a lamp with a delicate, fabric-like effect. The Pu-erh begins with a rough sketch, drawn by the hand of its designer to then be transferred directly to the mold. The result – a collection completely dedicated to the simplicity of its artisanal process.

  • Folch - Marset ‘Product Series’
  • Folch - Marset ‘Product Series’

Product Series for Marset. Photography by Marçal Vaquer

The common thread of the new collection

In conjunction with the video production, a still life shooting for the new collections was conducted with photographer Marçal Vaquer. A delicate imagery set in the same environment as the audiovisual conversations to be used for the new catalogue and other communication tools. 

Marset ‘Product Series’ | Folch
Marset ‘Product Series’ | Folch
Marset ‘Product Series’ | Folch
Marset ‘Product Series’ | Folch
Folch - Marset ‘Product Series’

In collaboration with architect and designer Stefano Colli, we recreated the installation set for the audiovisual pieces and photography for the stand used for Salone del Mobile in Milan, 2017. With the aim to reflect the same artistic environment as the Product Series, the stand was designed with the same materials and textures as the photographic set, treating the lamps by Marset as an objet d’art.

Marset ‘Product Series’ | Folch
Marset ‘Product Series’ | Folch
Marset ‘Product Series’ | Folch
Marset ‘Product Series’ | Folch
Marset ‘Product Series’ | Folch
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Art Direction, Campaign, Creative Direction in Production, Graphic Design, Production. Marset. 2017