Lily Jack is a manufacturer of hospitality furniture in Los Angeles, known for their edgy, contemporary style. The typical furniture buyer is young, quite fashion-forward, and very aware of current style trends. In a furniture ad aimed at the hospitality industry, durability, beauty, detailing — all of these are relevant — but so is an understanding of fashion, models, and accessories. For this kind of ad, these might even matter more.
We’re trying to grab the viewer’s attention in about 3 seconds. And unlike some of the ads we’ve created for trade publications, in this case we have to assume that readers will see plenty of compelling imagery. For this ad series, our approach was to depict models in settings that felt like something from a film. We let the style of the furniture guide us — perhaps the feeling of a resort in Miami?, a suite in Paris? — and then added shimmering backdrops in post-production to complete the mood.