This project is a visual campaign study inspired by HAY and their approach to designing everyday objects. I have long admired the brand’s ability to combine simplicity, functionality, and strong visual identity while maintaining an accessible and contemporary design language.

Rather than reinterpreting the product, the project focuses on understanding and articulating HAY’s existing visual language. The campaign showcases the Iskos-Berlin chair through a series of calm, minimal environments that emphasize materiality, color, and light — elements that are central to the brand’s aesthetic.

The process combined both analog and digital exploration. Initial ideas were developed through hand-drawn storyboards to study spatial composition and camera movement. These concepts were later translated into fully digital environments, where the visuals were created entirely in 3D.

Using principles from design, photography, and cinematography, the goal was to achieve imagery that feels close to real footage while maintaining the controlled clarity typical of product campaigns. The project explores how spatial staging, lighting, and composition can communicate the character of an object while reinforcing a brand’s identity.