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Telling Tales: Illuminated stories by LZF

Mar 16, 2016 designdiffusion

Telling Tales: Illuminated stories by LZF

Communication is as important as the product itself.

Such is the case of  ‘Telling Tales’ (a collection of illuminated stories), the name of Spanish brand LZF’s communication campaign for 2016.

Mariví Calvo created the campaign based on three ideas that would make this catalogue different from previous ones: the images were to be set at night, providing an opportunity to showcase the lamps when lit; the focus was to shift from spaces themselves to the human beings that inhabit them; and the catalogue was to move away from traditional formats and to be a work of artistic creation. To accomplish this vision, Masquespacio Studio was consulted for help in the search of ideas for the campaign. They suggested doing photographic recreations of stories set in the 1950s. The initial inspiration was to recreate the colours of film and photography from that period, and the idea that each photograph would evoke a story line coming from the past and moving forward into the future. Writer and novelist, Grassa Toro, was invited on board as part of LZF’s annual program of guest artists and after that the first stories were born; new locations were sought; furniture, decoration objects and period costumes were gathered.

Telling Tales is now a collection of hundreds of photographs, six stories and several hours of filming. The public will get a chance to see the selected images and read the stories through LZF’s social media channels, Magazine No. 3 and in a special, six-volume book edition that will appear periodically throughout 2016.

Now it’s the time to enjoy ‘Telling Tales’ series with ‘Julie & Nelson’, the first chapter.

For the complete story go to: