Light of Mine is a young company — an artisan candle maker — breaking into the industry. Their brand and product converges on multiple lifestyle frontiers, so the expanse of their marketing needs is vast. Light of Mine appeals to many demographics, weaving a line between grassroots, artisan, luxury, and homely groups. This required that we represent their brand and product under unique lights to appeal to all of their audiences.
Project Solution
First, we wanted to introduce Light of Mine’s product to the market. Again, Light of Mine appeals to multiple lifestyles, so we needed to diversify our style, dressing the product differently in each shoot. Our photographers utilized setting, ingredient, and packaging to contextualize the product. Consumers who shop for holistic products gravitated towards the photographs showcasing the ingredients in each product.
Those who are guided by nostalgia and sensation agreed with photography that incorporated setting as the primary artistic driver. While those who shop with their eyes, preferred photography that highlighted product packaging. There is a lot that we can do with a dinner menu and your personal preferences will play the biggest role in the final outcome. The scope and versatility allotted by this project was tons of fun for our team of photographers, who painted Light of Mine in so many different ways.
The Message
Objective
Once Light of Mine’s product infiltrated the market, we got to work creating a lifestyle campaign. This served two purposes:
1. To attach the product with an intimate way of living.
2. To extend Light of Mine’s reach into untapped markets.
Design Approach
Selective
An entire campaign was born from the following product shoot. The photography was beautifully rustic and passionate. It shows two people in love embracing for different reasons with a Light of Mine candle at their side. In this photo shoot, we saw how beautifully the power of people — the human spirit — played with the product. So, we created a video campaign highlighting the power of the human spirit.