Created to position window shades as a room's major design influence, a print campaign for Hunter Douglas, the Upper Saddle River, N.J.-based manufacturer of window fashions, launched recently.
"We wanted to suggest a different way of designing a room," said John Ferrell, president and chief creative officer of FerrellCalvillo Communications in New York.
"People tend to decorate everything before they do the windows. Our goal was to change consumer behavior by demonstrating how much window coverings can shape a room," Ferrell added.
To support the campaign's objective, the three print ads are dominated by the window coverings--products with names such as Duette honeycomb shades and Silhouette window shadings--in breathtaking spaces.
The ads "deconstruct" a living room, dining room and bathroom. Drawn to the ambient light, readers' eyes first focus on the windows, which are exquisitely shot. The "secondary" furnishings--dining table, chairs, bathtub--appear as ghostly images.
Targeted at affluent, educated women, the work is appearing in upscale magazines such as Architectural Digest and Condƒ Nast Traveler.