All Work
Experimental Build · A-10 · v0.4
Luma Objects
Make every object feel collectible before it feels purchasable. Portfolio Galleryv0.4 / LAB
OBJECT 01LUMA
MATERIAL
LIGHT
SCALE
THE PROBLEM WE ADDRESSCan an object feel collectible before it feels purchasable?
01Modelled business scenarioCompany and figures are fictional
02Working mechanismPortfolio Gallery
03Modelled outcomeFor commercial orientation
MODELLED BUSINESS SCENARIO
Sell high-margin objects without leading with a discount.
BUDGET$32,000 media / monthPERIOD10-week model
Modelled for tactile films, editorial pages and product proof.
BUSINESS MODEL
What is sold and where the problem starts.
Grow first-time sales of high-margin pieces without using blanket promotions.
The site looked editorial, but ads repeated catalogue shots and sent every visitor to the same product grid.
Raise new-customer ROAS above 2.1, improve high-margin product mix and keep purchase CPA below $145.
THE EXPERIMENT STORY
The catalogue showed furniture. It did not let anyone feel the object.
This narrative uses a modelled scenario. The company, budget and outcomes are fictional; the diagnostic and operating logic show how a real engagement would unfold.- 01
01 / THE BRIEF The first symptom was not inside the ad account.
High-consideration pieces were reduced to identical thumbnails, dimensions and price. Visitors admired the collection, postponed the choice and returned to brands whose materials, scale and craft were easier to imagine inside a real home.
Premium furniture brand was selling limited-edition furniture and lighting across France, Germany and Benelux. The model was high-aov e-commerce and design enquiries. On the surface, the brief sounded direct: Grow first-time sales of high-margin pieces without using blanket promotions.
- MODEL
- High-AOV e-commerce and design enquiries
- 02
02 / WEEK ONE Premium versus performance
The site looked editorial, but ads repeated catalogue shots and sent every visitor to the same product grid. The trap was that isolated metrics still looked acceptable: Creative CTR was 0.71%, editorial cpc was $2.84, and purchase cpa was $179.
The team feared that performance variants would cheapen the brand. That changed the diagnosis. The issue was not one toggle inside an ad account; it was what the system counted as success and which signal reached the team. The work had to connect media to the outcome that actually created business value.
- Purchase CPA
- $179 → <$145
- 03
03 / THE TURN Build each product page as a tactile editorial story, then remove uncertainty with scale, samples and a human consultation.
The first decision was “Object stories.” Turn material, maker and room context into distinct campaign territories. It was followed by “Editorial routes”: Match each film to a short story with dimensions, delivery and proof.
Kept one art direction and varied sequence, crop, proof and context instead of visual quality. Once the measurement logic was shared, the team could see what to stop, what needed a different message, and where the real constraint sat in the page, lead handling or product availability rather than traffic.
- FIRST DECISION
- Object stories
- 04
04 / THE BUILD Objects with gravity: let texture, weight and light sell before the price appears.
Objects with gravity: let texture, weight and light sell before the price appears. The production plan became 10 tactile films, 30 crops and statics, 5 editorial routes and a trade-specification flow. The tests were not about abstract taste; they covered material macro, room transformation, maker hands, limited edition, delivery confidence and scale in space.
The journey was assembled as one chain: Tactile film → Object story → Product or trade route → Margin-weighted sale. Meta, Pinterest, Google Shopping, YouTube no longer lived in separate reports, while Shopify, GA4, Pinterest Tag, CRM, Product feed connected spend, behaviour and the final outcome. Added assisted conversion, save and sample-request signals to the evaluation window.
- SYSTEM
- 4 channels · 5 tools
- 05
05 / THE DECISION For design objects, conversion follows desire — and desire needs detail before it needs a button.
In the model, creative ctr moved from 0.71% to 1.43%, purchase cpa from $179 to $132, and high-margin mix reached 48%. These are not promises; they make the decision thresholds explicit before real data enters the system.
Weeks 9–10: Scale profitable objects and trade leads. The main conclusion reached beyond a single campaign. Performance did not require discount aesthetics. It required connecting brand desire to stock, margin and a confident buying path. That is the logic a real engagement would retain, using the client's actual evidence, constraints and accountable decision makers.
- High-margin mix
- 48%
KPI / CTR / CPC / CPA
Not one vanity percentage. The full metric chain.
Every figure in this section is modelled to demonstrate the scenario economics.01Creative CTR
- BEFORE
- 0.71%
- TARGET
- 1.20%
- MODEL
- 1.43%
Visual desire
02Editorial CPC
- BEFORE
- $2.84
- TARGET
- <$2.20
- MODEL
- $1.92
Cost of engaged visit
03Purchase CPA
- BEFORE
- $179
- TARGET
- <$145
- MODEL
- $132
Acquisition cost
04New-customer ROAS
- BEFORE
- 1.6
- TARGET
- >2.1
- MODEL
- 2.3
Revenue efficiency
05High-margin mix
- BEFORE
- 31%
- TARGET
- >40%
- MODEL
- 48%
Product profitability
STRATEGY
Four decisions that change the economics.
- 01Object stories
Turn material, maker and room context into distinct campaign territories.
- 02Editorial routes
Match each film to a short story with dimensions, delivery and proof.
- 03Margin feed
Use contribution margin and stock depth in product campaign decisions.
- 04Designer capture
Route trade professionals into sample and specification enquiries.
CREATIVE IDEA
Objects with gravity: let texture, weight and light sell before the price appears.
10 tactile films, 30 crops and statics, 5 editorial routes and a trade-specification flow.
Material macro, room transformation, maker hands, limited edition, delivery confidence and scale in space.
PATH TO OUTCOME
- 01Tactile film
- 02Object story
- 03Product or trade route
- 04Margin-weighted sale
WHAT DID NOT GO TO PLAN
Problems are part of the work. So are the fixes.
Premium versus performance
PROBLEM
The team feared that performance variants would cheapen the brand.
FIX
Kept one art direction and varied sequence, crop, proof and context instead of visual quality.
Long consideration
PROBLEM
Same-day ROAS undervalued saved products and designer enquiries.
FIX
Added assisted conversion, save and sample-request signals to the evaluation window.
OPERATING CADENCE
What happens while the project runs.
- 01Weeks 1–2
Map margin, stock and decision journeys.
- 02Weeks 3–5
Produce tactile creative system.
- 03Weeks 6–8
Launch editorial and shopping routes.
- 04Weeks 9–10
Scale profitable objects and trade leads.
MAIN TAKEAWAYPerformance did not require discount aesthetics. It required connecting brand desire to stock, margin and a confident buying path.
This demonstrates how we think — it does not fabricate a case study.
Discuss a Similar Solution This is not a client result; the numbers are sample data. For your project, we adapt the solution, tools and measurement to the task and budget.