ARTIST & CREATIVE DIRECTOR
PHOTOGRAPHY, VIDEO, RENDERING, WEBSITE, CASE STUDY
MYCS Sofa category revamp
In 2022, MYCS introduced a new model of sofa "Flayr". To create a cohesive visual experience between all models of the sofa, I led the creation of new assets for all sofas across multiple touch points.
About the project and pre-production
The project starts with introducing the sofa and the crucial differences between all 3 models (classic, modern, and new - a mix between the two). For the customers, it is important to know what choices can be made and what value we offer. The strategy was focused on the bottom of the funnel related to purchasing decision-making. The user journey consists of 5 types of pages: Sofa category, sofa flayr, sofa pyllow, sofa tyme, product grid, product description page, and configurator page. For every page, there was strategically produced content reused for efficiency.
Our strategic assets needed to be clean and easy to understand, focusing on the 4 areas:
Product only, features, interactions, and interior visualization.
Types of content to be created:
Photoshoot - product and white background for the cleanest understanding of product design
Video - Shot alongside photoshoots. Essential to get spacial awareness of product dimensions and their features, for example sleeping function.
Renderings - inspiration of product in different materials and configuration inside of interior.
Copywriting - In the correct tone and voice to match the type of content.
Besides Visual treatment for the shoot, I prepared a feedback loop process for the creative team. All photos and videos had a specific shot list that explained the type of content, purpose, and example with strictly defined angles.
User Journey, Asset delivery scope and production workflow.
Photoshoot result examples.
Lifestyle shots
Video
Videos were created to give a more immersive experience of how comfortable and modular the sofa is. Different types of content were created: concept videos featuring modularity, product 360 with interactions, and product features that show things that photos couldn't.
Example of storyboard for video editor.
Finished "Modularity" concept videos for "Mixed models" and "separate models" for the sofa main category page and model category pages
Examples of "Features" and "Design" Videos for product description page
Interior Renderings
Interior briefs were carefully crafted to resemble a mix of Scandinavian furniture in modern interiors. This mix is especially popular with MYCS clientele. Examples of interiors, decoration, room layout camera angles, and product design were defined prior. Unique product combinations reflect both modularity and quality. Grey designs are the same fabric as in the photoshoot for consistency. During the process of rending we decided to not go with more complex interiors for the sake of product focus.
Interior Mood
Initial render brief for 3d artist. From left to right ( Mood, product design, interior plan, camera angles, process workflow, and unique assets.
First test render results. Minimalistic setup and complex setup.
Interior selecetion for campaign and feedback iterations.
Interior render after feedback
Final template rendering with colour correction, mirrored composition on different sofa model ( test shadows under sofa. )
All three different sofa models. Additionally tested visual file compression for fast loading times.
Implementation
Editing was divided between graphic designers, while I was supervising color direction and compositions. All assets were prepared for Desktop, Table, and Mobile. After the assets were signed off and delivered, I worked with the developer and Ux designer on uploading the right assets.
Implementation previzualization
