TileBar: Calacatta Launch Experience
Photography direction for the launch of three new Calacatta marble collections, a significant expansion of TileBar's natural stone offering. Studio and 3D asset development showcased the unique tones, movement, and luxurious material character of each stone, while establishing a cohesive visual narrative for the 3 separate collections across ecommerce and marketing channels.
Responsibilities
Art Direction
3D Direction
Retouching Direction
Asset Planning
I approached these 3 collections knowing they would exist in tandem with each other, but the materiality and tones of each stone dictated slightly different feels in their styling. Calacatta Viola was richly steeped in movement and boldness, while the playful colors of Calacatta Monet allowed for a more delicate refinement and softness, and Calacatta Verde provided calm, earthy respite. We used AI image generation to elevate what was shot on a 4-foot set.
Retouching
DIRECTION
Integrating AI into retouching workflow allowed us to create custom millwork in line with the luxury of the product, without physically building.
