Gaggenau virtual architecture launch

LONDON, UK – 23rd April 2018 – Saddington Baynes has created emotive brand video to launch Gaggenau’s new Vario cooling 400 series. Partnering with Maker Projects, more launches will follow in the coming months.

Patricia Heinis, Marketing Manager, Global Brand Gaggenau: “We see extraordinary architectural statements as something that should be seen in all spheres of life, from film to reality. Staged beautifully and with perfect illumination, Gaggenau’s imagery is no longer simply about storing wine or refrigerating, but making a statement. We look to a continued partnership with Saddington Baynes for our shoot production needs.”

Shoot production

Full creative production by Saddington Baynes included Direction, pre-visualisation, Lidar scanning and the fusion of live action shots with 3D renders.

By utilising 3D scanning on-location, an entire house has been captured and converted into a fully virtual environment that is reusable and ready to be rendered for future campaigns. Viewers are taken on an aspirational journey through a luxury, true-to-life home – to get a taste of the Gaggenau brand lifestyle.

Chris Christodoulou, CEO, Saddington Baynes: “We're delighted to be working with Gaggenau to launch the brand’s new Vario cooling 400 series. We see ourselves as like-minded companies in our approach to quality and craft. Drawing on our wealth of experience of creating emotional content for luxury brands, this is the beginning of an exciting long-term relationship.

“Saddington Baynes will be working with Gaggenau to support its new marketing direction that takes consumers on an emotive, immersive journey with their brand at every product launch and beyond.”

Concept, creation and direction

Expanding on an initial concept, Saddington Baynes crafted an original story using a visually-rich metaphor. The Vario cooling 400 series self-regulates its temperature, which in the film is represented as woodland microclimates, which do the same.

Many specific product features are represented by drawing parallels to the Washington State forest environment, where we shot the perfect setting and later replicated virtually via 3D scans.

Seamlessly connected CGI and live action shots build momentum to reveal the cooling system in an immersive experience. Saddington Baynes drew on their wealth of experience crafting photoreal, aspirational imagery. Every detail of the promotional film contributes to tell a powerful story; distinct, imposing, brave and impressive. Gaggenau is not just a luxury, it’s a lifestyle choice.

The film itself is a detailed sequence of macro imagery and textures; from the water droplets on leaves, to concrete and wood grain. Abstract shots of food draw the eye to delicate skin surfaces, making the viewing experience as true-to-life as possible.

Grand architectural structures represent the design and form of the Vario cooling 400 appliances, mixing blends of each statement piece. From exterior to interior, Saddington Baynes paid great attention to appliance anatomy, lines and style.

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