Along with being the largest exporter of kitchen and bathroom metals in Latin America, Docol is also a pioneer and leader in Brazil in the manufacture of products that promote the conscious use of water. The company has dozens of product lines, with various finishing options and water-saving systems, which meet the most diverse needs.
Founded in 1956, in the state of Santa Catarina, Brazil, Docol today is present in more than 40 countries. Since 2013 the company has been a part of Signia Digital’s history as one of our first clients. Since then, Signia has produced more than 230 images and videos for Docol alone.
How it all started
Jorge Pietruza, Signia’s cofounder, recalls that the first interaction between Signia and Docol was to produce a video to promote the launch of a faucet. Docol needed to create a narrative to showcase the product while also being able to build a stronger relationship with architects.
What set the video produced by Signia apart was the ability to contextualize the faucet in a different manner. In this case, the video was made using both 3D animation and traditional videography.
After this video, Signia started producing images for the company’s catalogs and websites, as well as other materials that were presented at Expo Revestir – Latin America’s most important event for the architecture, decoration, and finishing industries. At the event, Docol launches several products, all of which involved several renowned architects and was curated by Baba Vacaro.
That year, Docol wanted to emphasize its partnerships and, its goal was also to have event-goers at Expo Revestir have a much more accurate and detailed perception of the new products. Once again the company relied on Signia to produce various images and videos. Jorge recalls that “the videos at the stands drew a lot of attention from the event’s audience and the results were very positive”.
The videos and images produced for the event helped Docol stand out from other exhibitors and grabbed lots of attention. But Signia’s contribution did not stop there. In the partnership between the two companies, there is also a project that not only helped Docol showcase its products, but it also helped them win two international design awards.
Good Design Award & IF Design Award
The Good Design Award is the most prestigious and oldest excellency award in design in the world. The IF Design Award, on the other hand, is considered the most prestigious design award and brings together a panel of judges that evaluates products sent from different countries. Docol was the only Brazilian company awarded in its segment with the IF Design Award.
To be eligible for the awards, they had to send images and videos of the products. According to Jorge, Signia produced materials exclusively for this purpose. “Since they couldn’t send the prototype, they needed high-quality materials to showcase the product line and compete for the awards”.
In both cases, the Mix & Match line was awarded. For the Good Design Award, the company won the Bath/Accessories category, and for the IF Design Award, the recognition came in the Product category.
From trade show materials to awards, the videos and images that Signia developed for Docol involved a lot of studies and research.
“We configured the entire studio setting digitally, staying true to the style of the product line being promoted, and harmonizing it with the decoration”, explains Jorge. In order to produce the images, Docol describes the type of style they desire and Signia creates an image reference panel. Afterward, an agreement is reached and the parameters to be followed are defined.
It is important to highlight that all of the images produced are photorealistic, something essential for Docol’s products. According to Jorge, the company is careful in terms of CFM (color, finishing, materials), as each line has details that must be understood and most importantly, perceived by the consumer when looking at an image or watching a video.
In order to be able to produce 3D images down the most intricate details, Signia received metal and finishing samples from Docol. Thus, Signia’s artists had the ability to analyze the smallest details to reproduce textures, brightness, colors, and even how the light would affect each type of material.
“But it is always good to remember that even with the material samples in hand, this type of image demands very high levels of quality so that the images are accurate in all of the details, as is the case with the hue, opacity, and brightness of the metal, for example”, reinforces Jorge, who adds: “they are small subtleties that make all the difference and need to be visible to the consumer”.
Since Docol has been a part of Signia’s history from the beginning, an array of images and videos have been produced for them. According to Jorge, Signia has produced long, short, and teaser videos to showcase products in the company’s e-commerce site:
“When a company has an e-commerce presence, photorealistic videos make all the difference so that the person on the other side of the screen sees all the details and the quality of the materials. It is as if you were at a regular store physically holding and looking at the product”.
As Jorge also points out, all of the videos produced for Docol take place in an interior home setting, so the consumer is able to have the sensory experience that this type of media offers. That’s because as he stated, the goal of the video is to bring the product and its surroundings to life.
For Signia’s 3D artists, the main challenge of the projects was to be able to show the details of the chrome, its shine, and its reflection. This was especially true when it came to reflection, as these materials with reflection require extra care so that the shape is not distorted and does not have excessive contrast.
“The chrome material is practically a mirror. Sometimes there is the presence of dark color in places that can distort the perception of the shape of the object. To avoid distortion of the final product’s characteristics, while ensuring that details are highlighted, we have to control the reflection and brightness ”, details Jorge.
Benefits of Photorealistic Images and Videos
To better understand the benefits of photorealistic images and videos, Jorge makes a comparison with the photos taken in the studio. According to him, depending on how the light hits the object, at the moment the photograph is taken it is necessary to do a lot of photoshop. Every time the photoshop is intensified, the appearance of the product is further from the real.
And for this very reason, especially in cases where the products are made of chrome, the best way to reproduce images with high-quality is to produce them using 3D rendering. This is because the 3D artist has full control of the scene, including the desired lighting (for example, late afternoon lighting, early daylighting, etc.), something impossible in a real image set.
“In a three-dimensional environment, you have much more control than you would in a photography studio. In 3D it is possible to work with an unlimited number of light sources, opacity, reflective surfaces, contrast, and others. Not to mention that the reflex control parameters are much higher in the digital environment ”, explains and Jorge.
In addition to videos and images for marketing purposes, Signia Digital also produced materials for internal use in Docol’s innovation department.