THE PROJECT
Cóncavo is an Argentine design studio creating handcrafted pieces in lightweight concrete, working with different creatives to develop original campaigns around its products.
For this collaboration, the focus was a collection of black design bathtubs.
CREATIVE APPROACH
The concept was built around a sophisticated, intimate and masculine atmosphere.
A polo player became the character of the story — arriving home, slowing down, undressing and taking time for himself. The bathtub was integrated naturally into his lifestyle rather than presented simply as a design object.
ART DIRECTION
The production connected Cóncavo’s strong relationship with the polo and countryside world with a more contemporary and sensual interpretation of it.
Low warm lighting, dark tones and intimate framing created the feeling of a private evening at home, balancing masculinity, design and sensuality.
STORYTELLING
The narrative followed simple everyday gestures: arriving home, changing, relaxing and reading Cóncavo’s magazine from the bathtub.
The intention was to make the product part of a desirable lifestyle rather than the sole focus of the image.
VISUAL LANGUAGE
Dark · Intimate · Warm · Masculine · Sensual · Contemporary
