SP—176 / Home & interiors · Editorial campaign
CLAY CHAPTER
A creative direction for a ceramic tableware range.
Concept projectAn independent creative concept for a fictional brand, not commissioned client work.
The hypothetical brief
Develop CLAY CHAPTER, a fictional concept for a ceramic tableware range. Styled perfection can make a product difficult to imagine in a real home. The assignment is to make the proposition distinctive across a campaign poster, a social composition, a motion storyboard and a contextual application.
Who it’s for
People selecting objects and furniture to shape how a room feels and works.
The strategic idea
“EVERYDAY OBJECTS. PERSONAL STORIES.” is the central creative thought. Treat the message as an editorial statement, balancing expansive type with a deliberate moment of visual silence. Connect form and function to an ordinary living moment. Give the object a strong silhouette and the collection a consistent design language.
The creative direction
An original chair-inspired graphic, assertive typography and a #FF5A00 colour field create the visual language for CLAY CHAPTER. The four compositions change scale, pacing and framing while retaining the same signature.
This exploration demonstrates creative thinking and craft. It has not run as a live campaign, so no commercial results are claimed.
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