Shaw Floors "If You Can Dream It"
We were looking to refresh the brand image of Shaw Floors by moving away from the norm, in this case, beautiful floors combined with eye-catching interiors. We wanted to rethink how you look at floors. Our goal was to create a different mood with a unique atmosphere. It’s the twist—seeing the flooring where you don’t expect to—that makes you look again. We were drawn to the storybook style of award-winning and nationally recognized photographer Cade Martin. The shoot was held at Barnsley Gardens, in and around the striking historic ruins that combine gorgeous gardens with a Southern estate from the 1840's in disrepair. The contrast carried through as we replaced perfect lawns with plush carpeting, washed out stable floors with beautiful hardwood floors and cracked floorboards with stunning rugs. And finally, for the ethereal yet luxurious images we hoped to capture, we created vignette-like scenarios and theatrical elements to really set this work a world apart.