Moen® Photo Articulation + Guidelines

We started with winning a national RFP. Moen was looking for an agency to help them manage every aspect of photography from concept and creative direction to set design, execution and retouching. What they didn’t expect was how we approached it. They identified their target as millennial females. This tidbit of information seemed buried as an afterthought in all the pages and pages of information provided. However, this tidbit became our north star. It was the most important information we knew no one else would even pay any mind to. Everyone else would be focused on execution while we would rise above and do what we do best. Because to stand out, you have to look different. To look different, you have to think different. And the best way to start thinking differently is to gain a new perspective. Differentiating Moen photography for the millennial female audience started with seeing and doing things the way they would. Utilizing our deep insights of millennial female behaviors in the home category, our RFP response was in a digital Pinterest-like format accessible via a unique password. Moen was thoroughly impressed and awarded us the multi-year project.

At the onset of the initiative, we created four distinct audience personas, each reflecting a unique personal style from which to draw inspiration. These personas acted as foundations to guide every component of Moen’s visual taste from set design and propping to lighting and the very energy their photography evoked. By imagining those personas as real women, they created more authentically beautiful worlds for Moen faucets and fixtures to live among.

Then for three years we designed kitchen and bathroom sets for them, provided creative and photography direction and created comprehensive photo guidelines so they could take over execution for photography in-house.