Element Lighting is a specific challenge. There is the dual objective of education and positioning. With a product offering this diverse and so dependent on specific usage, it’s essential that every moving part is clearly defined and explained. Then, on to the job of creatively marketing this utilitarian category, recessed and task lighting, as an upscale must-have for both residential and commercial usage. Through a campaign of printed and digital marketing materials, we were able to both teach and sell the benefits of this complicated division of the lighting business.
Creative Direction / Photography Supervision
