ELECTROLUX

The Salt Paper team worked in partnership with a client-appointed agency to discuss the creative direction behind approved concepts, as well as the set design, styling, and talent preferences.

The Electrolux target market is the “conscious explorer” – a progressive and premium consumer. This audience not only values brands that are forward-thinking, authentic, and offer sustainable solutions, but they are also willing to pay for meaningful innovation.

The Alpine Green campaign was also targeted toward influencers, interior designers, and consumers who desire a sleek, modern aesthetic in their homes.

With the campaign vision set, our creative team went to work sourcing talent, designing the laundry room that would serve as the background and setting for the photography and videography shoots, and researching the intricate visual storytelling details that would hammer home the messaging and desired impact of the assets.

There is a concept in Sweden called lagom (pronounced LAH-gom), which translates roughly to “just the right amount.” It is a notion that describes making something look effortless – to achieve an optimal result with apparent ease, even though it is the result of careful consideration and moderation. Lagom implies the highly-valued sense of balance, appropriateness, and efficiency without excess.

For the laundry room design, our set build, lighting, and styling teams embraced the principle of lagom, ensuring that each aspect of the space presented functionality and comfort, and was aesthetically pleasing without being overcrowded. The same approach was applied to the wardrobe direction and styling of the talent selected for the lifestyle shoots.

The set was built over the course of four days and then was pre-lit and styled in a single day, ready for photography and videography shoots to begin!

To efficiently achieve each of the 50 predetermined assets on the shot list, we reserved two full days for photography, videography, and b-roll. We shot still and motion content consecutively – with the photo and video teams rotating as necessary – in order to ensure consistency and maximize the client budget.

Creative team members from Electrolux and their agency joined us on set for the duration of both shoot days. Everyone remained on the same wavelength throughout, making the production process seamless and super enjoyable – sentiments that are evident in the behind-the-scenes shots and in the final images and clips.

Following retouching, video editing, and other post production requirements, we delivered a curated portfolio of unified photography and videography assets, including:

These versatile images and video clips have the opportunity to be used on the Electrolux website and social media platforms; in printed advertisements, direct mail campaigns, and other marketing materials; and in store for informational and promotional purposes.