Client: Joey Mattress
Creative Direction & Photography by CKM Studio
Category: White Background Product Photography · Packshots · Furniture Catalogue Imagery

We were honored to be part of the launch for The Joey Sofa — Joey Mattress’s first foray into furniture. Their team approached us to handle the product packshots for their new modular sofa, which comes in an impressive range of eight color options.

The Challenge: A Life-Size Sofa in 8 Colors

Shooting eight full-size sofas would have been time-consuming, space-demanding, and logistically expensive. So after several consultations between our photographer Carmun, our in-house retoucher, and the Joey team, we crafted a smarter approach.

We photographed only two core colors — the lightest neutral (Seashell) and the darkest neutral (Stone). This allowed us to digitally render the remaining six color options in post-production, ensuring:

• A consistent angle and lighting across all variants

• Greater efficiency in production

• Seamless visual consistency for e-commerce and catalog use

This strategy is often essential in white catalogue photography for large furniture — especially for modular or multi-color SKUs.

The Technical Challenge: Lighting & Ladder Rigs

Photographing large furniture items on a white background requires more than just a big light — it demands planning, space control, and rigging precision.

We had to build an overhead lighting setup to evenly light the sofa while avoiding harsh shadows or reflections. To capture the perfect top-down angle, our photographer climbed a high ladder and rigged the tripod directly to it — balancing both safety and precision. After hours of standing, shooting, adjusting, and stabilising, the physical toll became real — but the final shots were well worth it.

Outcome

The final result: crisp, clean off white background sofa packshots, showcasing each color variant with true-to-life consistency, especially the textures, we had to make sure the significance of the fabric material is translated. These images now anchor Joey’s website, e-commerce listings, and product catalogues.

We’re proud to have delivered imagery that not only presents the product beautifully but also supports the scalability of Joey’s launch through smart workflow planning.