Brief
Illy is known for it's unique mission: to make the best coffee in the world. We concepted and produced this piece to present their new line of coffee machines for offices: Illy Smart.
Problem Statement & Pain Points
Illy wanted to convey the elegance and style of their design in an office context, on a contained budget and without putting emphasis on talents. The protagonist is the coffee machine, always ready for the everyday office worker.
Strategic Angle
We looked for a minimalistic, studied approach to reveal progressively the machine. The relationship between foreground and background had to be subtle yet present to give that office feeling but within the strict brand guidelines of the italian brand. Elengance. Good and goodness
Moodboard
We worked with 3d proxies of the machine and 3d scans to look for the best angles in the location, in order to prepare the shoot and optimize timing and lighting before getting into set
