Sanvo Art Direction & Campaign Photography
Company: SANVO Fine Chemicals
Art Direction · Photography Production · Brand Visual System
2026 · Photographer: Peng Lv, AcidStudio
SANVO Fine Chemicals is a Chinese manufacturing brand preparing for North American market entry in 2026. The challenge: an industry defaulting to aggressive, catalog-style product marketing — and a brand that needed to signal precision, premium quality, and global credibility without losing its industrial identity.
I led the complete creative and production process across four product series — developing the visual concept, writing the creative brief, selecting and directing the photographer, overseeing on-set composition and lighting, and reviewing final selects in post.
OVERVIEW
The Brief: How do you make industrial chemicals look like objects worth wanting?
The answer wasn't to hide what the products are. It was to reframe them — treating each product as a modern sculpture, and each series as its own visual world with distinct material language, lighting logic, and emotional register.
Four Series,
Four Visual Worlds
01 — 建材 / Construction: Industrial Sculpture
Concrete · Hard light · Geometric tension
Products are treated as architectural forms. Compositions built around pyramid structures and anti-gravity balance — stacked, leaning, suspended — to visually communicate structural precision. Hard side-lighting carves shadow lines across metal surfaces, referencing brutalist architecture.
02 — 日化 / Household: Suspended Purity
Powder blue · Soft diffusion · Laboratory clarity
A monochromatic blue world built on clean geometry and unexpected prop tension — tilted spray bottles balanced on stacked blocks, coiled tubing as a visual thread. The goal: make everyday cleaning products feel like precision instruments.
03 — 电商 / E-commerce: Trendy DIY
Cardboard · Colored tape · Warm natural light
Targeted at Gen Z buyers on Chinese e-commerce platforms. Props sourced from the DIY world — wooden ladders, cardboard furniture, washi tape — to build a visual language of creative repair culture rather than utility.
04 — 车品 / Automotive: Garage Noir
Black · Spotlight · Curated chaos
The darkest series. Deep black backgrounds, hard spotlight, products arranged with deliberate disorder — the aesthetic of a garage after real work has been done. Crushed tubes, scattered cans, and concrete blocks as pedestals. Red is the only punctuation.
Established the "Swiss-Red" color system on set — pairing SANVO's brand red with cool industrial grays and blacks across all four series to maintain brand cohesion while allowing each series its own visual register
Directed all prop selection and on-set composition to ensure each product's physical form (can, tube, spray bottle, tin) was treated as a sculptural element rather than a catalog object
Briefed and directed photographer [AcidStudio] on lighting approach per series: hard spotlight for Automotive and Construction; soft diffusion for Household; natural warm light for E-commerce
Final assets deployed across the WeChat campaign and new official company website (currently in deployment)
