The creative departed from the platform that the product characteristics including durability, flexibility and beauty of the natural stone had to be projected. The visual was to include a human touch and all elements were to be portrayed in an artistic manner. The posture of the human figure was also key, with male and female figures being directed in poses depicting strength, versatility, beauty and harmony. The result was one where the visual projected the USPs of the products in an artistic fashion. The unusual treatment also allowed for the Halmann Vella brand products to stand out from the competition and to capture the attention of the audience.