JennAir found itself in a troubled state, sitting at only 10% market share among the top luxury appliance brands; it was considered the bottom feeder. Worse yet, architects and interior designers regarded JennAir as a “frumpy midwest brand” or thought the brand was defunct. Meanwhile, brands like SubZero and Viking were riding the complacent wave of premium luxury with cheap materials and tired trends. With a bold vision for disruption, the goal was to become the fastest-growing luxury appliance brand in the US market.
Requested by the JennAir Senior Brand Manager, I was part of an elite cross-agency collaborative re-branding effort. My responsibilities included conceptualizing the look and execution of all product photography and video for the brand's launch of dotcom, social channels, and brand floor at the World of Whirlpool in Chicago.
Defiant Eyes is a Bowie/Gaga inspired portrait with gold flake, symbolizing the changing of the guard from old luxury to new. The red eye shadowed eyes are symbols of Wolf’s recognizable plastic red knobs. The message suggested “Open Your Eyes” to fake decadence. Plastic is not luxury.
As a brand against the stereotypes, JennAir wanted to leave the kitchen design to the discerning indulger. Instead of building a set or scouting a location to shoot in, we partnered with celebrities and influencers who possessed a side of defiance.
JennAir had been following the competition since the 80s, and it was apparent that its photography was playing it safe, too. Any nameplate could have gone on the products, making them look like a competitor's instantly. Propping was a stereotypical cliché in what was thought to be luxury. The images were uninspiring with zero photographic identity. It was time to tear down these walls.
I developed a visual brand language with purpose based on the branding that was simultaneously under development. Three key motivations served my guidance. First, the product is at the core. Forget cabinets and countertops; meticulously crafted details in the industrial design could not be overlooked. Second, don’t show too much and reveal slowly. This artform became known as Appliance Porn. No shame in double takes or staring. It’s safe for work. Finally, the images had to be brand-centric. I wanted people to know they were looking at JennAir.
Influenced by product details such as the awe-inspiring Obsidian Interior and the Ecliptic Lighting, I wanted to establish a sharp contrast of clean lines and elongated silhouettes accenting the industrial design.
With the Column Refrigerators Obsidian Interior, we wanted to take a whole new approach to props. A dark background made a unique canvas to showcase color, shape, size, and texture. I directed our stylist to find the most compelling foods they could, including foods that looked like art themselves. Bright colors were vital. When asked what the “red spiky things” were. I said Brazilian Dragon Fruit. Hey, make it sound provocative — a little spray paint never hurt.
The Column Refrigerators Obsidian Interior is truly an experience to see in the wild, and our team wanted to bring its unique, impactful beauty online. As you scroll, the page locks into an animation sequence that allows the user to fly through a series of features. I was responsible for all the CGI art direction and worked closely with the dev team to make sure the user experience was flawless.
As the brand’s centerpiece, professional-style ranges offer two design expressions. They're equal in their own right but purposely designed for two distinct luxury tastes. RISE is dominant and striking, while Noir defines a luxury suite that’s undeniably elegant and modern.
I thought of the two expressions as a duet with each partner equal, only allowing individual elements to change. Dramatic crisp lines to pooling, liquid reflections; the knobs, handles, and grates all serve as the primary focus.
Relaunching a disruptive challenger brand in the luxury home appliance market couldn’t walk the line without pushing the needle to eleven. The industry needed to be shaken, even if people disliked what they saw.
Produced over 450 images for the brands’ website, social media/influencers, in-store/trade show booths, public relations/media, and print advertising.
Art directed a consistent photographic look using traditional photography, computer-generated imagery, and video while multitasking seven shoots across five studio teams simultaneously delivering one unified look for the brand within six months.
Partnered with Whirlpool Corporations CGI team where I art directed all compositions and camera angles, provided texture and lighting direction, and reviewed/approved all renditions from clay to final composite.
Prepared all photo and video assets for the brand's launch during Whirlpool Corporation’s 2018 National Sales Conference held in Detroit, Michigan. The experience was a three-screen keynote presentation to over 2,500 sales associates.
