Point-of-sale used to be the advertising industry’s poor relation. But today, with advances in display technology, sophisticated clients simply can’t afford to ignore the huge potential it now presents.
Increasingly, luxury brands are turning to large format digital screens and light boxes to display their wares to both passing trade and those who have already been enticed into their stores. And yet, a great deal of this point-of-sale, whether still or moving images, simply doesn’t do the brands it portrays, any justice. Perhaps more surprisingly, much of it doesn’t even focus on product but merely depicts lifestyle imagery. At Mac & Pearl, we approach point-of-sale in precisely the same way as we would a commercial. In other words, lighting, composition and all aspects of post-production from editing, dubbing and grading are very carefully considered and lovingly executed to our very exacting standards. As far as we’re concerned, your product is your brand and it has to be the hero. It’s the very least you should expect if your luxury brand is going to look like it belongs with the world’s most enticing, must-have luxury brands.
This experimental test film for a sunglasses presentation was created for the 16 – late 20s youth market. So we wanted to create a cool, contemporary, minimalist feel, with the focus very much on the product. And to keep the look and feel clean, with minimum disruption, we shot the models against a matt white painted cove.
To increase awareness of the Nike Air Zoom, we proposed following up the print work with a moving point-of-sale piece to be displayed in a large light-box in which we see the running shoe shot from various angles in close-up, including the detail of the tread.