Client: Pilot Corporation is a leading manufacturer and marketer of writing instruments in the United States and Japan.
Project: The sales team wanted a promotional piece for distribution to retailers of high-end writing instruments, to showcase Pilot’s Fine Writing collection. Since none of these pens have retail packaging, they did not already have a required color story or aesthetic to be used, so it was an entirely open-ended request.
Solution: I studied the advertising campaigns of other luxury pen brands at similar price points, and ended up choosing a very clean, minimalist approach in order to showcase the products without a lot of distraction. I envisioned being in a jewelry store where the merchandise is displayed simply on a neutral backdrop. I elected to reproduce each pen at actual size since many of them featured elaborate engravings or unique inlays not found among other Pilot products.