Cogent Elliott creates Graceful Samuel Heath campaign
Bathroom fittings manufacturer Samuel Heath has launched a campaign, created by Cogent Elliott, which aims to add a new twist to the mythological tale of ‘The Three Graces’.
‘The Four Graces’ campaign features images of women emerging from artistic creations of water splashes, where women and water become one in a bid to embody strength, beauty and femininity.
The campaign will roll out throughout the year, with ‘Sophia’ the first to launched, followed by ‘Olivia’, ‘Veronica’ and finally ‘Lana’.
Richard Payne, creative director at Cogent, explained: “The idea was to create striking, timeless images that would not only capture the essence of the Samuel Heath brand and the quality of its products, but also to immediately capture the attention of the viewer. The imagery has a story to tell, which represents a synergy with Samuel Heath, the purity of the materials the company use, the timeless beauty of their ranges as well as the innovative design and creation of its products.”
Payne continued: “We began with the water, focusing on its purity and how this reflects the pure and flawless brass that all of Samuel Heath products start their life as. Then, just as each product is meticulously crafted, we began to craft and create forms and shapes with water to form the images.”
The shots were originally inspired by water patterns and were captured using a high-speed flash which were then layered to merge fluidly with the models and the water-like texture of their dresses.
Vanessa Allan, marketing manager for Samuel Heath, added: “Samuel Heath has always been known as a company with a long and trusted British heritage, but with this new campaign, we were looking to find a more powerful way to convey the touchable quality and design of our products in a way that can’t always be expressed through product photography. We wanted to bring our brand values to life and convey what we and our products are about which is more than the summation of its elements.
“Everything in the new photography alludes to the products, whilst the elegance of the models and the layout of the images, projects this idea of timelessness and high-end design. Samuel Heath sees the bathroom as more than a functional room; it is more a private sanctuary that we can retreat to, a space where we can indulge our senses and this new imagery helps to bring to life how Samuel Heath offers consumers much more than form and function.”