The challenge lay not merely in creating captivating visuals but in crafting an immersive narrative that resonated across every television model mantaining a connecting thread accross the different models released each year.

Screenfills serve as the visual centerpiece of Ambilight TVs, playing a crucial role in product photography by infusing appeal and allure into the display. These images, unique to each TV model, are meticulously crafted to adhere to specific color strategies while showcasing realistic content in a visually captivating manner. Designed to highlight the immersive brilliance of Ambilight technology, screenfills aim to ensure that the light cast by the TV is as visually enticing as possible, enhancing the overall appeal of the product. While the "generic" screenfills are created specifically to identify each TV model, other visuals, such as captures of the operating system, movies, series or paintings, are utilized during photoshoots to further showcase the versatility and functionality of the product, by using contents similar to what a consumer would see.

As seen above, most brands opt for an abstract direction in the visuals used in each TV. These images are not directly related to any feature, or have an overarching concept that allows the identification of a brand or TV.

Being Ambilight such a differentiating factor among Philips TVs, there was a need for representing the emotional benefit in the screenfills. For this, the team had to think about what's the benefits of this technology, and how to visually represent the enhanced experience that comes with it.

The central theme of our brainstorming sessions revolved around the transformative power of light, inspired by its ability to interact with natural elements and create a gateway to a more immersive and engaging world of content. We conceptualized light as a metaphorical portal, inviting viewers to step inside the content and immerse themselves in a dynamic visual experience. Drawing on this concept, we chose to portray each TV model as a window into this captivating world, with light forming a frame within the photography work, symbolizing the journey of entering the content. This "light frame" motif became the cornerstone of the series of screenfills we created, serving as a visual representation of the Ambilight experience and the excitement of exploring new and vibrant content.

For the 2023 screenfills, we continued with the same concept of the "light frame," building upon its success to further emphasize the relationship between Ambilight technology and the immersive world of content. This consistent approach not only strengthens our visual narrative but also continues the story of the portal, reinforcing the idea of Ambilight TVs as gateways to a more engaging viewing experience. By keeping the continuity with the previous screenfills, we ensure a cohesive and impactful representation of Ambilight's uniqueness across all TV models.

For each screenfill, an animated version was also produced, pushing further the concept of motion and showcasing the dynamic effect that Ambilight has in a TV.

This new creative concept not only ensures a consistent look across our Ambilight TV lineup but also grants us the flexibility to incorporate a wide range of content, regardless of its color matching our strategy. With this approach, we have greater freedom to leverage content from our partners, enriching the visual experience for our customers. What began as a solution for screenfills has evolved into the cornerstone of our Ambilight TV branding and storytelling. The "light frame" motif now plays a pivotal role in various assets, including packaging, in-store branding, digital assets, and social media. It has become the primary visual representation of Ambilight TV, unifying our brand identity across diverse channels and mediums.

Art and Creative Direction: Natalia Oprowska, João Fernandes, Two Fish.

Content Marketing Management: Maria Ntaliani
Screenfills production: TwoFish
Photoshoots and CGI Production: Lukkien