BALSAM HILL

Campaign Design & Styling

Photography: Victoria de la Cámara

Year: 2020

Location: San Lorenzo de El Escorial, Spain

This US-based client is a manufacturer of high-quality faux greenery, with a particular focus on Christmas decorations. Their core customer base was typically more suburban, 45-60 age range. They reached out to me because they wanted to expand their target market to a younger, millenial, slightly more design-forward segment. Their challenge was to make, what is considered by that segment, something untrendy such as faux-greenery, something not just practical by stylish.
During this time, the concept of ‘hygge’, especially during the Christmas months, was particular on trend. With that I centred the campaign around the cozy yet minimalist Scandinavian version of holiday decor. This tradition relies on two key elements: nature and light. Given that the company manufactured such high-quality, incredibly realistic faux greenery, I wanted the ornamentation of the products to be minimal.