Roca is the iconic bathroom brand. But it represents much more than that: it’s rooted in Barcelona, shaped by the Mediterranean, defined by design, and driven by technology. Its global repositioning aims to tell these strategic facets of the brand, and perhaps the biggest challenge was associating Roca with the innovative strength it undoubtedly has — but had never clearly communicated. The global campaign for the new smart toilet range was the golden opportunity for both distributors and end consumers to connect the brand with this strand of its DNA.

The key decision in terms of art direction was to opt for hyperrealistic digital imagery, which allowed us to go beyond the limits of traditional photography and reveal the hidden value of the technology behind the porcelain. This meant a deep dive alongside Roca’s designers and engineers. Conceptually, we landed on the idea of “Technology emerging from nature”, where we tackled some of the main barriers to adoption by presenting the natural and organic forms of the designs as a seamless unity with their technological core.

We created a single visual universe made up of subtly dreamlike natural environments that linked the products together, while allowing us to explore lighting, colour, and texture codes tailored to each product’s features. Each product’s visual world was aligned with its unique promise within its segment (from entry-level to high-end models), and this was then translated into a wide variety of assets – from videos and in-store advertising to editorial catalogues.