brand & art direction
beauty objectified campaign
Working with Studio Small, photographer Jake Curtis and stylist Hana Al-Sayed, we devised and delivered a campaign for the global launch of the bild 9 television and klang 9 speakers.
The set was designed to echo the line sculpture and constructivism that inspired the designs, using a strong play of light and shadow to draw attention to the signature silhouette of the collection.
Beauty objectified campaign
Situating the products in this minimalist interior also emphasises the design intention; it signals a shift in Loewe's portfolio towards pieces that visually embellish a space, much like art or furniture.
Beauty objectified campaign
In preparation for IFA in September 2017 we initiated a campaign for our Loewe OLED televisions. Together with photographer Jake Curtis, Studio Small, and set designer Hana Al-sayed, the interplay of light and texture was used to showcase the signature OLED screens.
Inspiration for this project was drawn from the still life paintings of Dutch and Flemish masters, such as Rembrandt and Vermeer. Their use of contrast - lit objects against a dark backdrop - lent itself to the intense black that defines the quality of the OLED screen, allowing us to make a digital, modern interpretation of these artworks.
Bodo’s vision came to life through an arrangement of nostalgic florals, iridescent feathers, richly coloured fruit, translucent berries, crystal and glass. The contrast of these reflective surfaces and detailed textures against the intense black of the screens created a stimulating visual campaign.
The campaign debuted at IFA 2017 and has since been nominated for the Creative Review: Photograph Annual 2017.
Photography: Jake Curtis
Art Direction: Hana Al-Sayed
Reflecting Bodo’s vision as Creative Director, the bild 5 product and campaign was implemented to soften the ultra-masculine aesthetic usually associated with technology and gain a more unisex appeal.
Shot on location in Girona, the campaign encapsulates the design intent behind the bild 5, bringing a warm, human-centred approach which is often missing in conventional home entertainment marketing.
To launch the bild 5, the ‘Wohnlich’ campaign, shot at Alemanys 5 in Girona, Spain differentiated the bild 5 from Loewe's TV offering and softened the visual language of the German brand. Providing art direction alongside Studio Small, Bodo directed the campaign to align with a warm, minimal aesthetic.
Photographer: Michael Donath
Stylist: Laura Fulmine
Coinciding with IFA 2016, we invented the Loewe Raum pop-up event, in collaboration with Prop House, a Berlin-based events production agency.
Located on the city’s renowned boulevard, Unter den Linden, Loewe hosted the two events in partnership with Architectural Digest, Andreas Murkudis and Blau magazine.
Using a 1000m2 space for this week-long exhibition, the event showcased the cultural importance of Loewe for German design.
Photography: Michael Donath
The Loewe Raum portal exemplifies our all-encompassing approach to the Loewe brand; alongside rejuvenating the product portfolio, we were tasked with aligning the brand with a new customer base.
The Raum provided a way to ally with tastemakers and cultural institutions whilst giving an insight into Loewe 'behind the scenes'.
As part of the comprehensive portfolio for Loewe, Bodo worked with Studio Small to create Raum, an online cultural presence for the brand.
Loewe aimed to re-engage with a younger luxury market. As part of this, running along the Raum Events, the Raum platform gave Loewe a place to host content and create conversations. Bodo believe it's fundamental for a brand to speak to its audience and build an affinity with key customers. The online presence created a new touchpoint that fulfilled this, steering the brand away from predominantly masculine technology competitors and into a more culturally driven home entertainment company.
BILD 4 campaign
Our longstanding work for Loewe, continued with the Art Direction of the bild 4 campaign. A mid-range product in Loewe's portfolio, the concept for the campaign reflected this whilst highlighting the quality technology Loewe stand for.
bild 4 campaign
Creating a playful tone for the campaign, we introduced the Stylist and Art Director Lisa Jahovic and Photographer Thomas Baker to realise the campaign. Experimenting with form, texture and colour, the bild 4 campaign delivered a range of striking visuals.