Powerhouse Agency gets creative for Magnet Great Indoors Campaign

It is the first collaboration between Powerhouse and Magnet

Creative content production company Powerhouse has been appointed as one of Magnet’s visual content creation partners following a successful promotional campaign for its new summer colourway.

The Leeds-based firm were appointed having impressed Magnet – one of the UK’s leading kitchen manufacturers – with its strategic approaches to production, and ability to deliver quality at scale.

This is the first collaboration between Powerhouse and Magnet and reinforces the production company’s ever-increasing credibility within the home and kitchen sector.

Magnet’s Great Indoors Campaign promotes the new summer colourway, Arboretum Green, which is a decadent shade of rich, dark green that perfectly encapsulates a sense of botanical flair, with a nod to Magnet’s British design heritage.

The concept centres around infusing kitchen interiors with references to nature and botanicals, in a way which is purposeful and elegant.

Powerhouse was given the brief to create promotional content which would support this goal and demonstrate how the feel of the outdoors can be successfully recreated indoors.

The team responded with a sustainable approach to building and shooting the range’s kitchen, utility, and hallway; before collaborating with McCann Agency to transform the studio into a stunning botanical garden.

This transformation involved using greenery hired from local supplier Palmers Plants to create an outdoors scene with the kitchen peeking through as though it’s been growing organically in a country garden.

Keeping sustainability at the forefront of their minds, Powerhouse hired plants that could be resold to market, and all of the kitchen components were fully repurposed into trade and store environments through Magnet.

The set up was used to capture content through photography and videography, to make stills, videos, and GIFs for TV, social, paid, digital, print and POS.

James Pierechod, head of creative at Powerhouse, said: “It’s been a really collaborative process; from the initial pitch and throughout the campaign – we developed flexible creative narratives that aligned with our production strategy across TVC, digital, and social content streams – all in the singular production window.

“We worked with the B2B and B2C teams and their agencies, to plan everything they could ever need across touchpoints, audience, seasonality, and consumer journeys. But beyond that, it allowed teams to be more experimental with their requirements. We were able to personalise evergreen and seasonal content at scale, without having to reshoot, patch, or tweak shots to serve the purpose.

“This hybrid creative and production process is a great way of increasing the variability of content, but ultimately reduces the time to generate and cost per asset. We’re really happy with this approach and the results. The collaborative and integrated approach to content generation is definitely the most effective way of supporting modern demands, but more importantly building responsive communities.”

Founded in 1999 by director of photography, Richard White, Powerhouse is a creative content production company passionate about creating quality content without any compromise.

As a specialist they’ve collectively delivered powerful campaigns for several high-profile clients including LG, 247 Blinds, SharkNinja Appliances, and now Magnet.

As a result of the strategic approach and creative abilities demonstrated, the firm will now be working across all Magnet’s strategic and specialist agencies to unify visual content and shoot consistently for all teams.

Charis, brand manager at Magnet, said: “Our trade marketing manager Helen Everitt had previously worked with Powerhouse in a different role, so when we were on the lookout for a new content partner, the team was front of mind in our selection process.”

“We’ve been absolutely blown away by their creativity and ability to meet our objectives, whilst also aligning to our sustainable values. The Powerhouse team demonstrated such passion and care for our brand and already feel like an extension of the Magnet Marketing team. We can’t wait to see what the future brings as a result of this partnership.”

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