Key takeaway
In a saturated OOH (Out-of-Home) market, physical craft and 3D set production drive higher brand recall than standard digital assets, transforming traditional advertising into a tactile brand experience across 115 sites nationwide.
Strategist’s Insight — Kieran Killeen
“By bringing the entire production, from CNC-cutting to 3D conceptualisation, photography, design and artwork in-house between Tilt and Rage, we maintained total creative control.
This allowed us to treat the product photography as a piece of craft rather than just a standard advertising shoot. It came out better than we could’ve ever imagined.”
The Brief
Love Irish Food tasked the group with elevating the visibility of Irish food producers through a high-impact National OOH campaign. The objective was to move beyond the ‘logo and tagline’ formula, creating a visually arresting series of assets that celebrated the “heart” of Irish produce through bespoke, physical set design.
The Strategy
Our strategy relied on “The Art of the Reveal,” using custom physical geometry to frame the products as premium, hero objects.
In-House End-to-End Delivery:Leveraging the combined power of Tilt’s technical execution and Rage’s creative direction to handle 3D modelling, CNC production, and photography under one roof.
Tactile Branding:Utilising physical materials (wood and precision-cut sets) to reflect the organic, “home-grown” nature of the Love Irish Food brand.
Architectural Framing:Implementing a “Shot Through the Heart” visual motif to create a consistent, recognisable signature across a diverse range of member products.
The Implementation
3D Visualisation:Developed full-scale 3D concepts to stress-test the lighting and geometry before physical production began.
Bespoke CNC Fabrication:Precision-engineered the “heart” centrepiece and product pedestals using in-house CNC machinery, ensuring every frame was tailored to the specific dimensions of the product.
Macro Product Photography:Executed a high-spec studio shoot within the custom-built sets, creating a sense of depth and quality that standard digital manipulation cannot replicate.
The Results
Nationwide Impact: Delivered a visually striking OOH campaign that stood out in high-traffic urban locations across Ireland.
Full-Service Integration: Demonstrated the group’s unique ability to merge strategic advertising with industrial design and physical production.
Brand Reinforcement: Successfully positioned Love Irish Food as a premium, craft-focused advocate for local producers, driving significant “stop-and-look” engagement.
