new work – Abacus.

Another interesting job with Cubic, this time for lighting manufacturers Abacus. We were asked to provide copy for six product-specific ads and a brochure, showcasing the company’s new range of energy-efficient LED luminaires (as we quickly learned to call them). To be honest, the copy needed to be fairly straightforward and to do a job, succinctly explaining different designs, functions and uses. The real creativity was in the concept and the photography, which took the lighting out of its usual urban environment and placed it in striking natural settings in the Peak District. Creating an arresting, slightly surreal ambience, the imagery emphasised the natural forms and structures of the luminaires, while suggesting a raw, elemental power.