Welcome to an exclusive behind-the-scenes glimpse into the mesmerising world of the Hutch Sofa campaign. In this blog post, we invite you to join us on a captivating journey, delving into the creative process and extraordinary vision behind the celebrated campaign. Discover how the vibrant hues, meticulous set design, and the keen eye of a talented photographer combined to create an unforgettable visual experience that captivated hearts and earned the coveted London Photography Awards recognition in 2022.

Painting the Set with Individuality

Step onto the set, where the magic of the Hutch Sofa campaign begins. The visionary concept developed by Eleven divided the set into two distinct colours, representing the unique characteristics and activities of sofa users. With precision and artistry, one side of the set was bathed in a vibrant colour, while the other side emanated its own captivating hue. Every detail, from the carefully painted walls to the meticulously selected props, showcased the essence of individuality and brought the concept to life.


Sane Seven’s Artistic Lens

Meet Sane Seven, the brilliant portrait and advertising photographer entrusted with capturing the soul of the Hutch Sofa campaign. With her discerning eye and innate ability to capture emotion, Sane Seven flawlessly translated the concept onto her canvas—the camera. Through her lens, she masterfully showcased the individual differences and diverse activities of sofa users, elevating the campaign to new heights. Witness the meticulous attention to detail, the skilful manipulation of lighting, and the unique perspectives that made Sane Seven’s photography a standout in the industry.


The Journey to Recognition

Immerse yourself in the campaign’s evolution as it took the industry by storm. The captivating images produced during the Hutch Sofa campaign photoshoot went on to claim the coveted London Photography Awards prize in the category of “Winner of the Year” in 2022. The visionary concept, coupled with Sane Seven’s artistic prowess, resonated deeply with both the judging panel and the public, cementing the campaign’s place among the finest works of contemporary photography.

New York and London Photography Prize Winner 2021/2022

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