Eight years with the brand, now shooting with AI
InteriMöbel
AI product photography for ecommerce, staying strictly true to the real furniture.
card-marca-interimobelThe process
I’ve been with the brand for eight years. The first ones were all traditional media: buying airtime on the country’s major TV networks and space in home and décor magazines, while directing the catalog photography on the side.
That era gave me the rule I still work by: the furniture is the star, and the shot is built around it.
caso-interimobel-proceso-1True to the product
Now we’re bringing product photography back, with AI behind it, for remodeling and at-home lifestyle content. The furniture is still the hero, and everything else plays a supporting role.
The hard rule is fidelity. A big part of this catalog sells online, so the generated image has to match the product that shows up at the customer’s door — one hundred percent.
Same apparent size, same fabric, same hardware, same finish. Any creative license ends in a return and a let-down customer.
That’s why the work starts with the references. We begin from real photos of the actual product, and those references overrule the model at every step: the setting is generated, the furniture is untouchable.
caso-interimobel-proceso-2Three audiences
We’ve explored three audience territories: a young one, a millennial one and a more mature one. Each has its own home, its own budget and its own way of living in it, and that changes the location, the palette and which piece of furniture leads the shot.
What ties them together is the moment: all three are upgrading their home, buying or replacing furniture and reshaping how they live in it. That shared moment is what lets one art direction stretch across all three without blurring the brand.
caso-interimobel-proceso-3
