Lazuran
Creative concept / Art Direction / design direction
The challenge
Lazurán was introducing a new identity. New logo, new packaging, and the need for a new creative platform. The challenge was to make that shift without alienating their core audience, tradespeople and DIYers who rely on the product every day.
Voiceover in english: “We’ve created something lasting. Lazurán — timeless wood protection.”
Concept
Varnishing is not fun.
It always starts with “yeah, I can do this myself.” Then comes the mess, the tiredness, and the hourly “for fuck’s sake, why now?”
At some point, you start questioning every life decision that led you here.
But in the end, you step back. And realise it was worth it. You’ve made something that lasts.
So we leaned into that truth. A campaign that doesn’t pretend varnishing is enjoyable, but celebrates the satisfaction at the end of it.
Nothing in the film is accidental. From the tongue-in-cheek music to the background radio chatter, it reflects how people actually work. You get through the process, and in the end, you’ve built something that lasts.
Credits
Creative Director: Csaba Hollós
Concept: Nora Redler, Dani Tóth
Art Direction and Design Lead: Nora Redler
Copywriter: Dani Tóth