For the Campaign for Wool project, I had the opportunity to collaborate with Kylie Parish from Ponder Design Studio in Hawke’s Bay to create powerful advertising imagery for full-page adverts. This campaign aimed to highlight the importance of wool, not just for its warmth, but for its critical role in safety within the home.

 

The shoot involved crafting emotive and striking visuals that effectively illustrated the narrative of wool’s protective properties, focusing on environments ranging from cold, damp settings to the beginnings of frightening house fires. To capture the intensity and contrast between these scenarios, careful lighting setups were employed to evoke both the chill of a cold, damp environment and the warmth of a fire hazard. Special effects and lighting techniques were used to enhance the mood, emphasizing wool’s unique attributes as a safety material.

 

The final images were designed to resonate emotionally with viewers, showing wool as a protective force in homes. Each advert effectively communicated its core message, demonstrating wool’s invaluable role beyond just being a source of warmth. The campaign successfully combined storytelling with practical visuals, all while showcasing the versatility and safety of wool in everyday life.

 

Working alongside Kylie Parish and Ponder Design Studio, we were able to create a cohesive visual narrative that stood out in print advertising, bringing a thoughtful and compelling approach to this important message.