When Sydney agency Supermassive brought us the Darrell Lea Easter brief, the product it was built around still didn't exist yet. The updated confectionery packaging was still in production, and the campaign needed to be ready to run - all they had was 2D artwork.
Rather than wait for physical product and miss material deadlines, Matter Studio went to work with what was available. The 2D packaging artwork was used as the foundation for a full suite of ultra-realistic product photography, complete with foiled finishes and giveaway insert details. Nothing was fabricated arbitrarily; every surface, material, and reflection was crafted to match how the product would actually look once it rolled off the line.
From there, the product images became the raw material for a broader campaign. Easter-themed lifestyle scenes were built around the packaging, placing it in the kind of warm, considered environments that seasonal confectionery campaigns call for.
By the time the product finished production, the campaign was already done. Darrell Lea had a full library of stills and motion assets ready to go - covering print, OOH, retail, and social - built entirely from flat file artwork.
Three creative executions. 46 finished files dispatched three weeks after the 2D packaging artwork arrived - delivered as print, static and motion assets for social, and point-of-sale. No product sample, no shoot day, no waiting on the production line.
