Collins & Hayes has been creating understated, luxury furniture for over 150 years. Naturally, the business had built up a loyal customer base in that time, but following the acquisition by Sofa Brands International and significant structural change, a wider audience reach was wanted. Collins & Hayes aspired to become the first choice for luxury furniture consumers; for them to sink into the plush world of Collins & Hayes and never look back.
We thought, ‘What’s the best way to immerse your audience in a whole new world of comfort?’ The answer was simple: with breath-taking photography! Forming the core of a wider campaign, designed to increase visibility and grow brand awareness, we knew from the offset that photography would shape our overall direction. We worked through a few concepts and, together with our stakeholders, landed on one that would create the right connection with Collins & Hayes buyers.
Choose comfort. That’s what we were asking consumers to do, so it’s the message we wanted to portray in every single image. In the end, purchasing something like a sofa is about so much more than the sofa itself. It’s about the lifestyle that comes with it, the experiences it enables, and the feeling it brings to your home.
That’s what we set out to capture in quality photography that would be shared across everything from the Collins & Hayes website to print ads and social media. It would even flow into an aspirational TV-style advert.
Starting with the personas we uncovered at the research stage, our Photography team sourced the perfect models and paired them with their ideal sofas. We found some incredible locations and styled them to show Collins & Hayes products at their very best, while keeping people at the centre of every image.
In those spaces, and with a few post-shoot touch-ups, we created six sets of beautiful lifestyle imagery that exude luxury, comfort and quality. Looking at these images, it’s not just the product that shines, but the Collins & Hayes lifestyle.