Artemide, a visual product catalogue

Client

The Cube Gallery

Role

Edit, Produce, Animate

Discipline

Corporate

Runtime

2:01

Year

2018

Challenge & solution

A product catalogue on film is a harder brief than it sounds. Every piece in the range has to read clearly enough that someone could pick from it, and the film still has to be worth two minutes of anybody’s time. With lamps you have the advantage that the product is the light, so the job is mostly about letting each one sit long enough to be seen and moving on before it outstays the shot.

I produced and directed it with Gavin Pincus on camera, then cut it and laid the titling over the top. The type does the catalogue work — naming the pieces, keeping the order legible — so the pictures don’t have to explain themselves. It’s a straightforward piece of work, and the kind I’ll happily take: a clear job, done cleanly.

The discipline

This one came through corporate video. Internal comms, case studies and leadership films, start to finish.