Telling Tales is the name given to LZF’s new communication campaign for 2016. Consisting of a collection of illuminated stories, the campaign is inspired by the 1950s, particularly by the work of painter Edward Hopper and Hitchcock’s 1954 classic film ‘Rear Window’.
LZF Lamps wanted to recreate the colours of film and photography from that period, and the idea that each photograph would evoke a story line coming from the past and moving forward into the future.
CEO and Creative Director, Mariví Calvo, created the campaign based on three fundamental ideas which would distinguish it from previous campaigns.
Firstly that the images be set at night, providing an opportunity to showcase the lamps when lit; Second, the focus was to shift away from the spaces themselves to the human beings that inhabit them; and thirdly the catalogue was to move away from traditional formats and to be a work of artistic creation.