Vetro Furniture
Vetro Furniture
Photography
Creative Direction
Live Action
Capturing Comfort in Form: Lifestyle Photography for Vetro Furniture
Situation:
Vetro Furniture, a premium Australian furniture brand known for its modern minimalism and sculptural craftsmanship, needed a library of lifestyle photography that did more than just document product.
The goal was to:
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Communicate the soul of Vetro’s designs: elegant, unfussy, and built for real life
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Position the furniture within aspirational lifestyle contexts while staying grounded in Vetro’s understated design language
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Create a suite of visual assets versatile enough for web, print, advertising, and social content
The challenge? Producing imagery that felt elevated and editorial, without tipping into sterile or overly staged.
Task:
77 Productions was engaged to direct, style, and shoot a full lifestyle photography campaign that:
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Embedded Vetro’s key furniture pieces in contemporary architectural spaces
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Evoked tactility, scale, and spatial flow by capturing the way light, material, and form interacted
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Aligned tightly with Vetro’s tone: minimalist but not cold, design-forward yet emotionally resonant
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Delivered a modular image suite including hero shots, editorial crops, and detail images optimised for multi-channel use
Action:
To bring the brand to life through stills, we:
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Scouted and styled authentic Australian homes that matched Vetro’s clean architectural feel and tonal palette
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Directed the shoot with a lifestyle-first approach, considering how people would actually move around and live with these pieces
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Focused on natural light and raw textures like stone, timber, and linen to give the furniture space to breathe and the setting a lived-in warmth
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Applied editorial art direction that balanced symmetry with softness, helping each frame feel open and calm
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Delivered a consistent visual aesthetic across all outputs, with assets tailored for web, social media, and campaign needs
Result:
A timeless, cohesive library of lifestyle imagery that anchors Vetro’s visual identity and elevates every brand touchpoint.
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Featured across Vetro’s website, social media, and print marketing
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Reinforced the brand’s positioning as refined yet inviting
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Established a strong visual foundation for future campaigns and product launches
At 77 Productions, we don’t just shoot furniture. We create environments where form, function, and feeling come together. Whether it’s lifestyle photography, branded content, or video, we make every frame count.
Want to elevate your brand visuals? Visit 77productions.com.au to explore more of our work.
What Our Partners Say About Us
For those of you in Learning Design and looking for excellent video content production, the professionalism and excellence of 77 Productions was terrific. They have produced stirling results for our clients and were a pleasure to work with!
- Marcus Garrett, Learning Solutions at RMIT Online
77 team who delivered over and above our expectations in the creation of our video series. I don’t think I’ve ever worked on a project so well managed. Ant was clear, communicative and just a pleasure to work with. I would be very happy to recommend 77 Productions for any corporate video projects.
- Susan Gallina, Communications & Media
77 produced a high-quality animations for our company, and we have been thoroughly impressed with the results. Their attention to detail, strategic planning, and seamless execution made the entire process smooth and professional . . . we would highly recommend their services.
- Colleen Hegarty, C.E.O.
Been a great experience working with 77 Productions on demonstration vids for maths teaching. Been a collaborative effort on both sides and they have been extremely prompt and professional to get them right.
- Steph Murphy, Director of Lesson Plans
77 productions did a video for me for my product in 2017. It has been circulating through social media for the past eight years. I’ve had many reactions from the video that 77 productions did.
- Lisa Cohen, CEO at Code Safe Distributors
Great Team at 77! Looking forward to working with them again in the future.
- Dario Guerreiro, Founder at Big Plans Melbourne
77P are always a pleasure to collaborate with. The video quality is outstanding . They are great at developing a brief and understanding and enhancing a strategy. We have had the pleasure of working with them for over 5 years.
- Andrew Gill, Managing Director at Agent Creative
Impeccable work in a timely manner that we are delighted with. Right from the start the team were helpful and explained in very careful detail all the ways in which we could bring our vision to life! And the process was a lot of fun too!
- Kaye Trewartha, Happy Founder at Argent Cashflow
Worth every cent. It is conceptualising our service exactly, and has made a complex service into something that anyone can digest in 2 mins. I highly recommend 77 Productions for your next video or sound project.
- George Hawwa, Growth Director at Attention Experts
Gina and Ant from 77 have been great to work with – incredibly responsive and collaborative with a high quality output that expresses our brand.
- Ashlee Watson, Corporate Comms at David Jones
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