Icons meet ballerina

How do you tell a new story about design classics? How do you bring elegance and dynamism into a still life? In our studio, we worked with Vitra to find the answers.

WECAUSE Icons meet ballerina
WECAUSE Icons meet ballerina

Icons meet ballerina

Customer Vitra
Vitra’s Eames chairs are true classics that stand for a timeless aesthetic. We wanted our pictures to reflect this quality, while adding the lightness that can only be reproduced in a photo through movement. Our idea: get a ballerina to dance through the studio set, performing a choreography that would accentuate the sculptural character of the chairs.

“The clear visual language of a still life, combined with the dynamic aesthetic of ballet –that was what defined the appeal!”

WECAUSE

Apart from conceptual work and photo production, we also handled set design and construction. Along with 30 liters of paint, we also used a huge amount of brainpower. From the very first sketches to production and post-production, we worked closely together, ensuring that the execution and, most importantly, the end result, reflected our shared idea.

“Good preparation is half the job – staging it on set is the other half.”

Our work was made easier because the studio directly adjoins our workshop. That meant we could stay flexible for the shoot, and also allow room for spontaneous ideas. The project was all about creative craftsmanship: behind the camera and in the space. The combination worked – and made Vitra dance for joy.

WECAUSE
Daniel Naegele
Geschäftsführer
WECAUSE Daniel Naegele Geschäftsführer

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