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A timeless product that needed fresh emotion.
Caledonian Supply Co. wanted to stand out and strengthen its presence in a busy market. Their memorial and Shabbat candles were well known and trusted, yet the brand needed to boost sales, increase recognition, and build deeper emotional appeal. The real challenge was transforming a traditional product into something people could feel, not just see. They needed a creative direction that connected the flame with moments of memory, warmth, and belonging.
Their goal was to shift from simple product advertising to storytelling. They needed visuals and messaging that felt intimate, meaningful, and real, so the brand could build a stronger emotional connection with customers.
Turning a simple flame into a powerful story.
01
Explored what the flame symbolised and identified themes of memory, warmth and connection.
02
Built a creative concept that turned these themes into a unified campaign with clear emotional focus.
03
Crafted cinematic visuals using AI-assisted creation and detailed refinement for true photographic realism.
04
Developed a refined visual system and messaging style that brought the campaign to life with clarity, emotion, and consistency.
We created a campaign anchored in emotion, using story-driven visuals that made each candle feel meaningful and personal.
We developed the concept Let the Flame Do the Talking, which captured the emotional role of candles in daily and spiritual life. Each advert showed a lived moment from Shabbat tables to quiet remembrance, crafted with AI-assisted imagery and detailed retouching to achieve cinematic quality. The copy was calm and understated, so the visuals could lead with warmth and authenticity.
Lasting impact
