a brand's story

Roca is a great design legacy with enormous potential: a global Spanish brand and an undeniable synonym for the category it represents: the bathroom.

In the midst of a global repositioning process shared between teams and agencies, the brand struggled to reclaim historical attributes: design, technology, and a Barcelona and Mediterranean DNA.

Among the many tasks performed, the global campaign for the range of smart toilets stands out. How to start talking about technology and claiming this new facet in a lifelong brand?

The project involved an immersion in the category hand in hand with the engineers and product managers of the company to be able to defend in detail each solution from a creative concept and an art direction that would reconcile aesthetics and functionality.

We worked on establishing the USP for each product, the aspirational narrative of each collection, reconnecting Roca with the brand’s recognition in all segments, from entry level to luxury.

InWash® Insignia is the smart toilet that leads the brand with solidity and cutting-edge technological features. We created a presentation and summary video of functionalities that tries to exemplify Roca’s design vision while presenting the functionalities in great detail thanks to CGI.

The video of the version for the Asian market of InWash® Ona had water as its leitmotif, due to the great benefits at the flow level and the inspiration of the entire Ona collection in the forms of the Mediterranean nature.

The great learning of the project has been the opportunity to collaborate with Norte to materialize a visual universe that connects nature and design. Paradoxically, sometimes the best way to show the product is not with its photograph, but with its render and a powerful visual universe. I would also highlight that it has been the first time in which I participate in a campaign for China, knowing from the drivers of purchase of the local public to the technical details of the installation of a sanitary in the Asian giant.