Lennox – Heating and Cooling Campaign

Creative director Ralph Yznaga at GSD&M had a crazy idea and somehow managed to sell it to the client. Art buyer Shannon McMillan put him in touch with my studio and we got to work.  We started with Ralph’s rough composites that the client signed off on. But creating these objects out of industrial air conditioners and furnaces required some serious planning. I created detailed perspective drawings of these scenarios using their product line and then planned how light would effect each object. When the massive AC units and furnaces got to the studio we had to take the door off of the hinges to fit everything inside. The parts were lit individually and the appropriate shadows were cast on them so when I put all of the parts together in Photoshop everything looked natural. Easy peasy!