Gareth Ashton: The Essence of Global Design

Gareth Ashton: The Essence of Global Design
Brief: HM. was commissioned to create an image
series, which reflected the essence of global design of
the Gareth Ashton tapware range, which is distributed
by Abey Australia. This image series would then form
part of a print advertising campaign that would be
seen within media Australia-wide.

The tapware range was a result of Abey's knowledge
and experience and was reflective of the best in design
from around the globe, through unique design
elements and pieces with long lasting impression.
Gareth Ashton has a styled minimalism, sleek lines
and a balance of organic and angular shapes and as
such makes a fitting compliment to a modern space.

Process: HM. conceptualised an image series inspired
by Abey’s own history of innovation and milestones in
design. The concept was shaped by the element that
greatly represents Abey and in this case the Gareth
Ashton brand.. Water. The concept was followed by the
styling, art directing, and production of an underwater
shoot, consisting of three images, each one inspired
by a different era.

Result: The complete series represented innovation
with a sequence of poignant images, evoking an era of
the past with another, representing the future. This
series expressed how the collection of the Gareth
Ashton products are shaped and unified by the
element of water.