For the launch of the new Tessera carpet tile range a new set of product shots were required for both online and offline marketing

The initial request was to shoot the flooring products in physical locations such as Hotels, Higher Education and studio environments. Due to the flooring product being manufactured in quarterly batches, this would result in multiple shoots which would incur an increased set of costs for the venue and prop hire.

As there was a significant time between shoots there was also a danger of inconsistency in the physical environments, and changes in the locations and lighting due to the time of year.

Due to the potential challenges, we proposed a different approach that should be taken by using photorealistic renders which could be produced. The main benefit of producing 3D environments is both cost savings and the ability to configure the sets at any time.

The operation followed the same process as a photo shoot, creating mood boards, and prop selection. Once these were signed off, 3D environments were built which allowed the camera angles, lighting and texturisation to be configured to each specific flooring tile.

When each of the tile variations from the range was manufactured, each tile was photographed and placed into the 3D render. Each tile colourway could be pictured in our in-house photography studio, through post-production and output as a render in under half a day.

The approach provided savings of 4x the value of a pure photographic route and a library of 3D models that can be used for future products.

The outcome was a suite of photorealistic renders in 10 different carpet tile colour-ways that were used in the inlay in sample books and in online marketing collateral.

Albert Heijn is the largest supermarket chain in the Netherlands with over 1,000 stores. To help bring Albert Heijn’s customer-first vision to life across multiple channels, APS were a natural choice as an experienced in-house agency partner. The award-winning global agency won the pitch process against a number of key competitors.

Overview

As a global communications company working in-house with a number of retailers, APS understands the demands of multi-channel campaigns throughout the year. Their teams work closely with a number of lead agencies, with creatives able to quickly immerse themselves in a campaign – expanding key visuals and concepts and delivering fully-fledged communications, on tight timelines and budgets.

Think

APS provides a unique, one-client touchpoint, taking any brief from concept through to completion and delivery – whether this is POS and packaging in store, creative concepts, video, photography, design, digital or social media content creation.

Create

Being onsite allows for shorter lines of communication. Creative teams work as one with the client to ensure each campaign’s true potential is realised and value-added at every point of the journey.

Deliver

The APS creative network globally supports Albert Heijn’s onsite team in Zaandam – however support will predominantly come from APS’ Halfweg creative hub and APS’ Eindhoven technical hub who have been working closely together with the onsite team since day one, to ensure brand and cultural immersion.

“Our partnership with APS Group has allowed us to deliver on a vision we have had for some time now: to increase control of our marketing communications.”

Albert Heijn Studio Director

For the launch of the new Tessera carpet tile range a new set of product shots were required for both online and offline marketing

The initial request was to shoot the flooring products in physical locations such as Hotels, Higher Education and studio environments. Due to the flooring product being manufactured in quarterly batches, this would result in multiple shoots which would incur an increased set of costs for the venue and prop hire.

As there was a significant time between shoots there was also a danger of inconsistency in the physical environments, and changes in the locations and lighting due to the time of year.

Due to the potential challenges, we proposed a different approach that should be taken by using photorealistic renders which could be produced. The main benefit of producing 3D environments is both cost savings and the ability to configure the sets at any time.

The operation followed the same process as a photo shoot, creating mood boards, and prop selection. Once these were signed off, 3D environments were built which allowed the camera angles, lighting and texturisation to be configured to each specific flooring tile.

When each of the tile variations from the range was manufactured, each tile was photographed and placed into the 3D render. Each tile colourway could be pictured in our in-house photography studio, through post-production and output as a render in under half a day.

The approach provided savings of 4x the value of a pure photographic route and a library of 3D models that can be used for future products.

The outcome was a suite of photorealistic renders in 10 different carpet tile colour-ways that were used in the inlay in sample books and in online marketing collateral.

For the launch of the new Tessera carpet tile range a new set of product shots were required for both online and offline marketing

The initial request was to shoot the flooring products in physical locations such as Hotels, Higher Education and studio environments. Due to the flooring product being manufactured in quarterly batches, this would result in multiple shoots which would incur an increased set of costs for the venue and prop hire.

As there was a significant time between shoots there was also a danger of inconsistency in the physical environments, and changes in the locations and lighting due to the time of year.

Due to the potential challenges, we proposed a different approach that should be taken by using photorealistic renders which could be produced. The main benefit of producing 3D environments is both cost savings and the ability to configure the sets at any time.

The operation followed the same process as a photo shoot, creating mood boards, and prop selection. Once these were signed off, 3D environments were built which allowed the camera angles, lighting and texturisation to be configured to each specific flooring tile.

When each of the tile variations from the range was manufactured, each tile was photographed and placed into the 3D render. Each tile colourway could be pictured in our in-house photography studio, through post-production and output as a render in under half a day.

The approach provided savings of 4x the value of a pure photographic route and a library of 3D models that can be used for future products.

The outcome was a suite of photorealistic renders in 10 different carpet tile colour-ways that were used in the inlay in sample books and in online marketing collateral.