The Photographer's Mail - - News -

By draw­ing a strong link be­tween car­pet and fash­ion, Kiwi fash­ion pho­tog­ra­pher Stephen Til­ley, in col­lab­o­ra­tion with Fed­er­a­tion, has re­launched Cava­lier Bremworth with a fresh and mod­ern per­spec­tive to pro­mote its new range of so­lu­tion-dyed ny­lon car­pets.

Build­ing on the trans­for­ma­tive po­ten­tial of pho­tog­ra­phy, the cam­paign sought to re­po­si­tion Cava­lier Bremworth from a trusted name in a tired cat­e­gory to a lux­ury brand with a global feel.

“When I met with Fed­er­a­tion, it soon be­came ap­par­ent [that] they chose me for the job be­cause of my back­ground in fash­ion pho­tog­ra­phy — and that was very much the an­gle the art di­rec­tion was head­ing,” Stephen said.

The brand cam­paign was launched at Shed 10 on Auck­land’s Queens Wharf, with themed cock­tails and chore­ographed per­for­mances to sup­port the un­veil­ing.

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