Luxaflex appoints Bashful to lead new integrated brand campaign celebrating the power of light
Luxaflex® Window Fashions has appointed independent creative agency Bashful following a competitive pitch process to launch its new integrated brand campaign celebrating the emotional power of light and the role it plays in shaping everyday life.
The campaign marks a new creative direction for the premium window furnishings brand. Through poetic cinematography, intimate human moments and elevated architectural settings, the campaign positions Luxaflex as a brand that designs with light to create beautifully illuminated living, allowing you to Live Beautifully.
The campaign was developed by Bashful in partnership with media agency im-pe-tus media, with production led by Photoplay. Still photography for the campaign was captured by photographer Jonny Valiant.
Launching nationally across film, digital, social and retail environments, the work showcases the brand’s hero products including Pirouette® Shadings, Duette® Shades and Evo MagnaTrack Awnings.
Guy Marshall, Strategy Partner at Bashful, said the agency’s approach centred on elevating Luxaflex beyond product functionality and into emotional storytelling: “From the start we loved that Luxaflex means ‘the bend light.’ We wanted to tell a story not of blocking light out but rather putting you in control of light. We were inspired by core architectural principles that inform how people engage with light into their homes and how that changes what is possible. The campaign taps into subtle, deeply human moments, morning warmth, shifting shadows, quiet calm and positions Luxaflex as a brand that enhances everyday living in a beautifully intuitive way.”
Diana Altiparmakova, Head of Marketing at Hunter Douglas, the brand’s parent company, said Bashful’s strategic and creative vision captured the future direction of the brand: “Bashful brought a highly considered and emotionally intelligent approach to the pitch. They understood that Luxaflex products do more than manage light, they shape atmosphere, comfort and how people experience their homes. ‘Live Beautifully’ reflects the premium nature of our brand while creating a much deeper emotional connection with consumers.”
The campaign launches this month across Australia.
Client: Luxaflex
Head of Marketing: Diana Altiparmakova
Brand Manager: Stephanie Lee
Brand and Content Specialist: Natasha Rosic
Digital Marketing Manager: Julia Power
Creative Agency: Bashful
Strategy Partner: Guy Marshall
Creative Partner: Emil Vrisakis
Head of Design: Simon Macias
Account Director: Harriet Murray
Media Agency: im-pe-tus media
Production Company: Photoplay
Director: Lester Jones
Photography: Jonny Valiant
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