(Case study) — Selected work
Year
2025
Location
Milan, IT
Role
Photography and direction
Format
Campaign — 12 images and film
(Brief)
The Problem
For Night Coupé, the creative challenge was to give an automotive campaign a recognisable mood without revealing everything at once. We approached the work as a question of brand expression: what should a viewer notice first, and what should stay with them afterwards? Rather than making every image do everything, our draft direction starts with a focused visual idea that can connect the whole story.
Brand Strategy
The organising idea was a car gradually defined by reflections in the dark. This gives the project a clear point of view before individual compositions are considered. For a branding client, that distinction matters: a visual system should express an intention, not simply a collection of preferences. Here, the concept creates a consistent reference point for colour, atmosphere and image selection.
The Process
The practical approach centred on a single moving strip of light tracing the coupé’s surfaces. A coupé that only appears at night. We lit it with a single moving strip of light and let reflections do the rest. These constraints provide a useful framework for understanding how the work was made. Each image can explore a different moment while remaining connected to the same creative premise.
Creative Development
The key visual relationship is the rhythm of concealment and reveal. We use that relationship to explain how individual choices support the larger direction. Framing, pacing and emphasis should reinforce the idea rather than compete for attention. This section is an editable account of the creative reasoning, ready to be refined with the actual decisions and iterations from the project.
The Solution
The direction for Arden Motors brings the work together through a repeatable visual language. The goal is coherence without sameness: retain the characteristics that make Night Coupé identifiable, while allowing enough variation for the story to develop. The images below and throughout the case study illustrate that relationship between an overall concept and its individual expressions.
The Outcome
Night Coupé demonstrates how a focused idea can connect strategy and execution. The value for a brand lies in making the creative direction easier to recognise, explain and apply consistently. This is a qualitative draft, not a claim of measured business results. Replace this section with the final deliverables, client feedback and verified outcomes when those details are available.
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(Credits)
Agency — Norte
Producer — Carla Ruiz
Lighting — Beam Co.
Colour — Grade House
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