Lumie Advertising Campaign for John Lewis
Earlier this year I had the amazing opportunity to work along side my Cinematographer friend, Adrienn Rusz. The task... to create a digital campaign for Lumie’s newest product, the “Dash”. The brief was to create high-end lifestyle and e-commerce images that not only
showcased the Dash’s health benefits but also highlighted its usability and impecable design elements.
So... What’s the key to a great campaign? planning! Prior to the shoot, we worked closely with the Lumie team to understand their vision for Dash and how they wanted it represented. We talked through EVERYTHING... Brand identity, brand colours, current customer demographic vs target consumer.... The list goes on. and on. and on. Thankfully, Lumie’s brief was clear: Deliver warm, simple, sophisticated and elegant images to be used online, chiefly for the John Lewis website. For the e-comm images, we focused on clean, consistent angles that let the Dash’s sleek design do all the heavy lifting. For the lifestyle shots, we needed to really highlight that the Dash feels at home everywhere and aesthetically fits in with the modern consumer that Lumie was wanting to target. Drawing on Lumie’s Cambridge roots, we aimed for a blend of contemporary aesthetics yet with a familiar feel... After all, Lumie has been around for decades!
The shoot took place over five days, with the first two being dedicated to capturing the product in carefully staged lifestyle settings. We styled scenes to reflect everyday spaces where Dash could be
used, from the cozy warmth of a living room corner to a neat, organised workspace. TO make sure we got the most from the shoot, we needed an awesome location.... Luckily Rose Location House did not disappoint! The main challenges of these first two days were making sure that Adrienn and I both maximised our time with the talent whilst be conscious not to hog them!
On days three to five, we focused on e-commerce / Packshot images with a clean, studio look. Every angle was meticulously planned to showcase the product’s form, function, and quality. This part of the shoot was all about symmetry and precision – giving each potential customer on the John Lewis site an accurate, attractive view of what Dash can bring into their home.
One of the biggest challenges overall was capturing the quality of light that the Dash emits; The colour, the intensity and the reach. Creating a consistent look between lifestyle and e-comm shots required some fine-tuning in the post production stages to make absolute certain that the images maintained a unified tone across multiple platforms.
After post-production, it was incredibly rewarding to see the final images go live on the John Lewis website. Knowing that potential customers can see and appreciate Lumie’s Dash in the way it was intended – functional yet beautiful – is the perfect outcome for a campaign like this.
With this campaign, we not only captured a product but a lifestyle. Collaborating with Lumie to bring the Dash to life visually has been a fantastic experience, and I’m excited to see how it resonates with customers looking for that extra bit of light this season.
“CREATIVITY IS A WILD MIND AND A DISCIPLINED EYE.”