→ 03 Brand Strategy
Form + Function
Blending the outputs of the positioning workshop with the results from the market research, WOO proposed building Peshi’s strategy on a gap in the market. Most design-led home textile brands sell a look. They ignore what the peshtemal does best: it absorbs well and takes up less space. Peshi offers both, for urban women who want their home to look right and work right. The team named the strategy Form + Function.
→ 04 Art Direction
Moodboard
To carry Form + Function in one message, the WOO team built a moodboard as the basis of Peshi’s universe. The moodboard set the technical choices that tell the story: lighting, mise-en-scène, color and styling. Each one had to show a towel that looks good and works hard while portraying the various contexts the Peshi products are typically used in.
→ 05 Creative
Production
The PESHI team needed photography & videography for web, packaging, socials and editorial. A brief location scouting gave the team the perfect setting for the shoots: a Brooklyn brownstone with just the right amount of maximalist character. The classic charm of the brownstone would give PESHI towels a natural habitat: a lived-in environment where pretty and functional meet.
→ 06 Art Direction
Moments
With the brownstone booked, WOO wrote the scenes and created a storyboard that split the shoot in two. The product shots came first, with the towels on their own. The editorial followed, with the towels in use: trying out a new recipe on a girls' night in, cocktails with friends on a Friday. Each scene portrayed Peshi inside an evening its audience is already familiar with.
→ 07 B-Roll
BTS
WOO penned elaborate shot lists based on the storyboard. The plan was to get a balanced mix of versatile shots that would serve not only editorial & retail but also socials. The team also set up a system to capture candid moments on an analog camera. A few feature Claire's dog, Frankie. He moved too fast for the camera, so the team bribed him with treats to hold still.
→ 08 Photography
Editorial
Claire walked onto set knowing what every frame was for. In her words: It made walking into the photoshoot easy because we had a shared understanding of what the strategy was and what we wanted to achieve.
→ 09 Lifestyle
Moments at Home
The editorial scenes put the towels to work. A new recipe on a girls' night in. Cocktails with friends on a Friday. Peshi sits in each scene the way it would in a customer's own home.
