We partnered with Australian bespoke furniture brand Crafted™ to document the production and launch of their latest sofa line directly from the manufacturing facility. Tasked with capturing the intersection of raw craftsmanship and refined design, we delivered a comprehensive visual package designed to power Crafted’s digital marketing campaigns, e-commerce platforms, and social media channels.
On-Site Studio Photography: Transforming the factory floor, we established an ad-hoc studio environment to capture the final, finished sofa line. Some of the shots produced are shown here, most can be found on their website.
Vertical Anamorphic Production Film: To capture the soul of the brand, we filmed the entire manufacturing process of a single sofa from the initial frame to the final stitch. Shot entirely on a specialized vertical anamorphic lens setup, we engineered this film for maximum distribution flexibility. This technical approach allowed us to extract horizontal cuts alongside, native vertical formats. Thus ensuring maximum screen exposure across both desktop sites and social media platforms like Instagram and TikTok without sacrificing image quality.
Product Spotlight & Craftsmanship Videos: In addition to the main production film, we captured capsule videos for each individual sofa model. These films serve as digital close-ups, focusing on the precise stitching, fabric transitions, custom cushion loft, and overall structural craftsmanship that defines Crafted’s custom furniture ethos. A way to show a realistic imagery of the product to help with client’s trust.
