A bold new take on carpet photography

by Ofentse Sefolo
A bold new take on carpet photography

Beautiful carpet product photos win Gold in photography competition

On April 24, 2019, DuPont Industrial Biosciences that designs collateral for its renewably sourced fibre, Sorona*, and pre-commercial innovation in Engineered Polysaccharides, Aurist*, were honoured with two awards in the Graphis Photography Annual 2019 competition in the advertising category.

The competition recognises and promotes the work of exceptional talent in design, advertising, photography and art/illustration. Sorona was named a “Gold Winner” in the global competition for a series of photographs in a carpet application. The Aurist image was awarded an honourable mention.

“Gold Winner” – Advertising Category
With the launch of Sorona in the carpet sector, the company needed strong visuals that would bring the brand to life. High conceptual photography featuring suspended carpet and models in an abstract and intimate way was what led the campaign to be awarded Gold in the Advertising Category.

Photographer RJ Muna took the photos, with art direction from Brownstein Group associate creative director, Adrian Castillo. Bold and provocative, the imagery is unconventional for the carpet sector, helping to evoke a sense of luxury and sophistication that differentiates the product in the industry.

The product is derived, in part, from renewably sourced plant-based ingredients, allowing for a decreased dependence on fossil fuels and a reduction in greenhouse gas emissions. In addition to sustainability, it offers unique performance benefits including great softness, stretch and recovery, and moisture management. As a multipurpose fibre, it can be used alone or combined with synthetic or natural fibres for various benefits and endless options. It is one of the first 11 products approved to use the United States Department of Agriculture (USDA) new product label on certified bio-based products. It also received OEKO-TEX* Standard 100 Certification, the most stringent Class 1 certification.

“Honourable Mention” – Advertising Category
DuPont’s product photography was also recognised, including a pre-commercial Engineered Polysaccharide called Aurist. The high-performance solution is nature-based, customisable and embodies the message of “engineering inspired by nature” – renewably sourced without compromising performance or value. In the photos, a dress was created to reflect the message of biomimicry and how nature can be transformed into everyday life.

Renee Henze, Global Marketing Director for DuPont, says the creativity and imagination of these campaigns helped the company to fundamentally shift how audiences view their products and ignite impactful conversation around the brands.

“The beautiful imagery not only elevates the products among existing and potential customers, it also challenges traditional marketing approaches and raises the bar in their respective industries,” said Renee.

For more information, visit DuPont Industrial Biosciences via www.biosciences.dupont.com.

*Sorona, OEKO-TEX and Aurist are Registered Trademarks

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