There’s more to Steinhafels Inc.’s Pewaukee headquarters than just a showroom and warehouse. The second floor has a 5,000-square-foot television studio where Ira Klusendorf, consumer marketing creative director, and his team shoot Steinhafels commercials and product photos. The studio features a turntable to achieve 360-degree pictures so customers can be shown what a piece looks like from every angle.
The in-house studio is both time- and cost-efficient for Steinhafels. In some instances, the team publishes photos of a new piece of furniture on the website before it even hits the store floor, a testament to the studio’s time efficiency. Klusendorf explained that the cost of 350 commercials produced with Steinhafels’ current set-up is equal to the cost of 118 commercials produced with outside agencies.
-
- Klusendorf directs two child actors for a Steinhafels commercial, promoting the family-oriented image of Steinhafels.
-
- A “behind-the-scenes” shot of the set, studio and the high-tech camera equipment used for commercials and photos.
-
- Klusendorf explains his use of LED lights to create natural lighting in photos and commercials. Credit: Jake Hill Photography
-
- Klusendorf stands on the turntable used for 360-degree photos. The turntable was inspired by those used for cars. Credit: Jake Hill Photography
-
- Klusendorf with some of the professional studio equipment the team uses, including 100,000-watt Tungsten lights. Credit: Jake Hill Photography
