Art Direction for Property Developer SC Global's Web
In collaboration with Tremendousness Pte Ltd (Singapore) and Damn Famous (KL, Malaysia), I conceptualised and art directed the new official website for luxury property developer, SC Global - 
 
Below are some of my favourite photos from the project, many thanks to Darrin of Tremendousness for this opportunity.
This is the first photo I had conceptualised for the project and it made it to the homepage of the website!
 
At the beginning of the project, we were given photos for each property under the developer and we had to propose the concept for the photoshoot. We are very fortunate to have worked with a client with superb taste - that explains all the brilliant photos that you will see as you view the web. 
 
I saw this photo of an apartment at The Marq. The entire apartment is decked out in Hermès furniture. My main concept stems from having a human touch in all photos. No matter where we go, even at hotels, we want to feel welcomed, let alone our own property.
The original photo
I wanted to juxtapose a child's innocence against something so luxurious. See the Hermès horse on the wall? I could imagine the life I could add to a photo when I get a young girl to jump on the couch. Normally I like to focus on one highlight that I identified in a picture than framing everything in. In this instance, I decided to focus on the glorious wall decoration and the couch that sits between two lamps. To add to the ambience, a saddle (detail) is introduced on the table on the right. Electric socket on the left is also DI away in the final picture. I hope by writing this, you guys can have a glimpse on the attention to details/thoughts we put in each picture. 
An example of the conceptual slide:
The final piece:
After concept & art direction: Apartment decked in Hermès furniture at The Marq at Patterson Hill.  
Photography by Chad. All rights reserved to SC Global Ltd.
Photography by Chad. All rights reserved to SC Global Ltd.
Hermès Chess Set.  Photography by Chad. All rights reserved to SC Global Ltd.
 
 Photography by Chad. All rights reserved to SC Global Ltd.
At Seven Palms.  Photography by Chad. All rights reserved to SC Global Ltd.
At Sentosa Cove. Photography by Chad. All rights reserved to SC Global Ltd.
At Sentosa Cove. Photography by Chad. All rights reserved to SC Global Ltd.
To view the entire collection, visit SC Global's official website at http://www.scglobal.com.sg
Thumbs up if you enjoy what you've seen! This is a project that spanned 7 months and we had many people involved to make things happen. Thank you. :)
Art Direction for Property Developer SC Global's Web
16
856
0
Published:

Art Direction for Property Developer SC Global's Web

Concept and Art Direction for Luxury Property Developer, SC Global's Official Website. Done in collaboration with Tremendousness & Damn Famous.
16
856
0
Published:

Tools