Beneath The Shade

Beneath The Shade: Masiero in advertising

masiero-advert

Think of luxury lighting brands and perhaps one of the first names to come to mind is likely to be Masiero. The company is one of the most celebrated in the lighting industry, their Italian craftsmanship among the most admired, their intricate designs among the most sought after.

In order to be celebrated, a name has to be seen, it has to be heard, and it has to be recognised. This is where advertising comes into play. Through the invention and implementation of a series of successful campaigns, Masiero have placed their name front and centre with their products, and as a result they are heralded as one of the brightest companies in the luxury lighting industry.

A recurring creator in Masiero’s advertising campaigns is Benjamin Bouchet. The Parisian photographer is the name behind award winning campaigns from the likes of Giorgio Armani, Emporio Armani, Thierry Mugler, Hermes, and Replay, to name but a few. He’s also used his creative magic on a number of campaigns for Masiero.

The Decision

“We worked with Benjamin Bouchet two years ago,” Masiero CEO Enrico Maria Masiero stated upon rejoining forces with the photographer in 2014. “He has a unique sense of image and is able to create contemporary yet timeless beauty, just like Masiero.”

“Our 2012 campaign proved a great success in terms of market position and brand recognition,” Masiero commented. “Bouchet’s highly original images accurately conveyed our ‘suspended in time’ slogan, which serves as the basis for our product styling and as the theme for our corporate communications.”

“Since you don’t change a winning team,” they added, “we wanted to repeat this collaboration. So we set Benjamin Bouchet a new challenge: to find a way of interpreting that same slogan in a way that is both new and consistent with our corporate philosophy.”

The Creation

It was a challenge that Bouchet readily accepted. He created a series of images, or visions, that captured and preserved perfectly magical moments. All of these featured Masiero’s elegant suspensions hovering in time and space.

The stars of this campaign are all taken from Masiero’s Eclettica Collection. Eva is the most iconic model in the series. Libe has a resonating emphasis on crystals, LED lights, and oak wood. Botero was the company’s then current best seller.

Bouchet went about portraying these three products in an unconventional manner. The adverts freeze and crystallise three different moments, each portraying a breathtaking balance in time and space. They elicit surprise and focus attention clearly on the characteristics of the different chandeliers – which is what it’s all about, is it not?