Fisher & Paykel’s entry into the premium luxury market required an approach to brand-level advertising that sits as elegantly for its audience as its products. A series of long-form copy adverts demanded we leverage and iterate on the power and simplicity of its existing print advertising. We developed a layout and form that guides the reader through the experience of designing for and owning a Fisher & Paykel product. All the while, going heavy on the white space to maximise the stand-out form and functionality of the appliances.