Furniture / E-Commerce

Serta

Executive Seating Films

Client: Serta
Year: 2025
Category: Furniture / E-Commerce
Services: AI FilmCreative SystemMarketplace AssetsProduct Photography

The challenge

The catalogue was growing faster than the shoot schedule. Every new SKU meant another studio day, and listings were going live with inconsistent lighting, inconsistent backgrounds and no lifestyle context at all.

The idea

Build a visual system instead of a shoot. Fix the room, the light and the grade, then produce everything a listing needs inside those rules — the chair in use, the leather up close, and a branded product close the marketplace can carry.

The production.

01
System design
One lighting model, one interior palette, one grade — documented so the next SKU drops straight into it.
02
Material accuracy
Leather grain, stitch pitch, the moulded headrest and the polished base were locked first. On a product page, material is the product.
03
Context frames
The chair in a real working scene — desk, laptop, window light — because a listing image on white cannot answer 'will this fit my room'.
04
Branded close
Each film resolves onto the product against a brand set, so the same cut works as an ad and as a listing asset.
05
Variants
Alternate crops and backgrounds produced from the same system for creative testing without a new shoot.