The concept.

Our concept was based on using the horizon itself as a thread to tie the campaign together. Linking it to the ocean and serving as a metaphor for the lasting quality of the product but also how it changes due to the context it is set in. Part of the campaign is focused on the craft behind each product, in order to make people aware of its long-lasting quality and beauty. Something to be passed down through generations.

For the launch film we hired a Michelin star chef to develop unique dishes with the appropriate colours to complement the blue and white tableware.

 In addition to still images we also shot a series of shorter videos documenting the design and the process at the production facilities. We wanted to take a step back from the final product and give people an honest view of the porcelain being manufactured. Showing each particular tool needed to create the delicate pieces. Allt content comes to life on a website created for the collection. A digital archive of the porcelain process. THANK YOU created countless animations and graphics based on the design of the collection along with animating the Royal Copenhagen logo, bringing new life to it.