Big Wool /Big Save

Advertising / Campaign Imagery / AI Production

Big Save is a New Zealand furniture brand with a strong connection to local homes, landscapes and materials. For their Big Wool campaign, the idea was to bring that connection into the images themselves, placing selected furniture pieces into photographs of Big Save’s actual farms and natural environments in New Zealand.

The campaign needed to feel distinctly New Zealand: open, honest and tactile. Sofas, mattresses and recliners were integrated into real farm and coastal landscape photography, connecting the comfort of the products with the natural source of the wool.

ODD produced a series of campaign images with a focus on seamless product integration. Each frame required careful attention to product accuracy, scale, perspective, lighting and material texture so the furniture felt physically present in the original location photography rather than simply placed on top of a background.

The work balanced photographic realism with a campaign sensibility. The images needed to feel aspirational but grounded, with natural light, wide compositions and a sense of quiet scale that allowed both the product and the environment to hold the frame.

The final image set was created in horizontal and vertical formats to support multiple placements across digital and print. This allowed the campaign to move flexibly between website, social, retail, outdoor and promotional formats while keeping a consistent visual world across the full Big Wool story.

Credits
Client: Big Save
Campaign: Big Wool
AI Production: ODD Global