Marrow & Field
A campaign shot entirely in raw material
Marrow & Field make one range of unglazed tableware in two tones. The campaign had to make that restriction feel like a position rather than a limitation, which meant removing everything that was not clay.
- Campaign art direction and editorial
- Two materials, no third colour
- Campaign system, 36-page book, media kit
- 10 weeks
No props, no set, no colour
The entire campaign is shot on the two materials the studio actually uses. No backdrops, no styling, no third colour. Every frame is clay on bone or bone on clay, separated by nothing but light and a shadow edge.
That rule made the shoot brutally efficient. With no set to build, we shot 140 frames in two days and cut 132 of them.
Carving the type
Rather than setting type over the imagery, the campaign line is carved into the surface and lit from the side. It exists in the material, so it cannot be treated as an overlay that a regional team later replaces with a different font.
An editorial that holds up unaccompanied
The campaign ships as a 36-page book as well as a media kit. Stockists use the book as the display object, which means the campaign continues working long after the paid placements end.
“Stockists kept the book on the counter. We have never had that with a media kit.”
Who made it.
Art direction · Campaign · Editorial design · Retouching direction
- Art direction
- Halvane
- Editorial design
- Halvane brand team
- Photography direction
- Halvane
- Print production
- Independent press
