Creative direction & Art direction

Jakob Sjelle

3D - CGI

Dino Ivasic

In order to be able to produce high quality content for all our creative productions, I needed to find a way to improve our building blocks. I started by optimising existing photos, which was a huge task, because of the bad quality, then I made new guidelines for product shoots and started briefing the photographers with creative directions.

New photo direction

The shoots were super expensive especially after my directions, and my strategy was to make C-level aware of how inefficient and costly it was, so I could get green lights for testing out CAD to CGI model.

This huge content transformation would change the whole proces giving us speed, flexibility and quality while keeping cost low, saving us two numbered mio digits every year on content creation alone - and the most interesting part was how much CO2 we would save on this move.

For decades Nilfisk were used to sent an expensive photographer out in the world on a plane together with a PO or PM and a crew to shoot various location product shoots, they were all bad because the photographer was not following any creative directions, and whenever they came to a location, the specific product/machine typically huge industrial cleaning machines would need to be transported by plane from another part of the world costing up to €6000 every time and a lot of CO2.

Before and after

I was in shock realising this process, so I decided to move towards CGI as fast as possible, but I was not given the mandate or the budgets to test it out, so I had to do it on my own under the radar and keep cost as low as possible.