Electrolux — Product Imagery Programme
iF Design Awards · UltimateTaste microwave range (2023) · UltimateHome 300 portable air purifier (2022)
BRAND
Electrolux
VENUE
Australia, New Zealand, Thailand, China, Europe
DATE
2021 — now
FORMAT
In-house imagery programme
Product imagery
OVERVIEW
One digital asset. A world of possibilities.
OVERVIEW
How do you create consistent, high-quality product imagery across multiple markets, channels and campaigns without starting from scratch every time? At Electrolux, the opportunity was to move beyond treating every image as an isolated production task and build a more connected approach to product imagery. Digital twins allow product models to be created and reused across different applications. Rather than returning to a physical photoshoot for every new requirement, the same digital product assets can support campaign imagery, e-commerce, retail and packaging, with outputs adapted to the needs of different markets. The thinking was to bring creative quality and production efficiency closer together: establish a reliable digital foundation, then use it to support a wider range of content requirements.
Product imagery
Product imagery
My contribution
- 01Run the programme, commissioning and directing photography, video and 3D
- 02Maintain the digital twin and 3D product assets
- 03Hold brand compliance and approval across markets
- 04Manage agencies and freelancers from scope to sign-off
- 05Built Power BI reporting on delivery delays
Producer, Digital Imagery & Digital Twin Management, Electrolux (since March 2023); Senior 3D Image Visualisation Consultant, APAC–MEA (2021–2023)
MY CONTRIBUTION
As Producer — Digital Imagery & Digital Twin Management, I work across the production and management of digital product imagery for Australia, New Zealand, Thailand, China and Europe. My work connects the creative requirements of product imagery with the operational processes needed to deliver it across markets. This includes coordinating production, managing digital twin workflows and helping align the needs of different teams and channels. I have also worked on the business case for establishing in-house creative production capability, considering the people, budgets, tools and automation required to support the model. Previously, I helped build regional creative capability and formally managed a team of five designers.
Product imagery
Product imagery
Product imagery
Product imagery
Why it matters
The value of a digital twin extends beyond producing a single image. It creates a reusable foundation for future content. A product can be modelled once and used across multiple applications, helping teams meet different creative and market requirements while reducing the need to recreate the same product assets repeatedly. For me, this is where creative production becomes a system rather than a sequence of individual deliverables. It is about building an approach that supports consistency, flexibility and scale while keeping the quality of the final image at the centre.
OVERVIEW
The image is the output. The system behind it is what makes it scalable.
iF Design Awards · UltimateTaste microwave range (2023) · UltimateHome 300 portable air purifier (2022)
Next project