Behind the Curtain: How We Build Custom Sets for Your Brand 

Every brand has a story to tell – and how that story is told visually can make all the difference. At Salt Paper Studio & Productions, we believe your set is more than just a backdrop – it’s a prominent character in your narrative. When a space is intentionally designed from scratch, every detail serves a purpose: to reflect your identity, evoke emotion, and command attention.

That’s why we don’t just repurpose existing locations – we build custom sets from the ground up. This approach, more commonly seen in theatre and TV than in commercial photo and video, gives you the freedom to shape your environment without compromise. We can create exactly what you envision instead of you having to settle for what’s “close enough.” 

The Essence of Set Design in Commercial Production

Let’s start at the top: What is set design? At its core, set design is the process of creating physical environments that support the story being told. While the discipline has deep roots in theater and film, it plays a powerful, often underutilized role in commercial photo and video production.

When done right, set design doesn’t just support the brand – it’s an extension of it. Think of your set as a silent ambassador: it establishes tone, communicates values, and immerses your audience without a word spoken.

Commercial productions move fast and aim high, which is why our approach to commercial set design is rooted in strategy as much as creativity. Every project we build is based on the four areas of set design:

• Space & Layout – How the set is structured for visual composition, camera movement, and talent interaction

• Color & Lighting Compatibility – A palette that reinforces mood and branding while playing well with production lighting

• Texture & Materials – Surfaces that bring depth, style, and realism to the visual experience

• Props & Set Dressing – Functional or atmospheric pieces that complete the scene and support the story

Each decision is guided by your brand and your goals. Whether we’re building a cozy living room for a lifestyle shoot or crafting a stylized world for a product campaign, we design with production in mind – ensuring that what looks great on set looks stunning on screen.

Collaborative Roles: Creative Director, Art Director & Set Builders

In the world of film and stage, the production designer is responsible for the overall visual concept of a production. At Salt Paper Studio and Productions, we approach the creative challenge through a more specialized, collaborative model. Instead of a production designer overseeing it all, we bring different brains together in a creative and hands-on process that allows each to do what they do best. 

Our creative director leads the storytelling strategy; our art director refines the visual details; and our set building team physically brings the vision to life. This tight-knit production ecosystem brings high-end concepts to life with precision, creativity, and complete control, all without the need to scout, travel to, or adapt existing locations. This streamlined approach not only exponentially enhances creative freedom, but it also significantly reduces production costs and scheduling complexity. (More on this later.)

Set Building: From Vision to Final Frame

Salt Paper’s in-house set design and build team is a driving force behind our reputation for industry-leading work. From our fully equipped carpentry shop, they construct each environment from the ground up – literally. They are professional craftspeople who don’t just assemble – they problem-solve, prototype, fabricate and finesse every element of the set. They’re able to move quickly, adapt in real time, and deliver production-ready environments that look just as good in person as they do on camera.

In-House Fabrication

Whether a full-scale kitchen, a stylized brand world, or intimate vignettes, every Salt Paper set is purpose-built for each photo and video shoot:

• Custom walls, surfaces, fixtures, and displays
• Modular set pieces for efficient assembly and reconfiguration
• Specialty elements fabricated to match brand-specific dimensions or finishes

Scenic Painting & Finishing

Details matter. Our team applies a range of scenic techniques to make each set feel real and refined:

• Faux finishes, texture applications, and custom trim and paintwork
• Material treatments to capture the right color and light response on camera
• Brand color-matching and logo application for visual consistency

On-Set Assembly & Adaptation

Once fabrication is complete, the set is ready for action within our 22,000+ square feet of studio space – or transported to location if needed. This phase is where function meets form:

• Strategic placement of set pieces for optimal shooting angles
• Adjustments based on lighting and camera tests
• Coordination with stylists and art direction for final detailing

Case in Point: Electrolux – Alpine Green Campaign

When Electrolux approached Salt Paper to produce photo and video content for their Alpine Green appliance launch, they weren’t just looking for beautiful imagery and footage – they needed a branded environment that reflected the clean, modern aesthetic of their Scandinavian design ethos.

The Challenge

Electrolux wanted a set that felt like a real laundry room, but elevated. It had to look high-end, aspirational, and photogenic from every angle. The appliances needed to be the hero, but the space around them had to feel equally refined. Shooting in a pre-existing home or laundry room would have meant compromising on layout, finishes, and lighting conditions.

Our Approach

Our team designed and built a custom laundry room set entirely in-house. With full control over dimensions, materials, and finishes, we created a space that was:

• Optimized for camera movement and lighting setups
• Styled to match Electrolux’s brand palette and product design
• Easily adaptable for both stills and motion content
• Free of real-world limitations like plumbing, electrical access, or architectural constraints

The Result

In just one production window, Electrolux secured a full suite of high-end content: motion assets, product photography, and lifestyle imagery – all precisely aligned with their campaign goals. The set delivered not only the look they wanted, but the flexibility and production efficiency that only a custom in-house build can offer.

Why Build In-House? Custom Sets vs. Shooting on Location

We love shooting on location, too – but there are real advantages to opting for a custom set design and build instead. Here’s how in-house sets stack up against traditional location shoots:

	In-House Custom Set	Traditional Location Shoot
Creative Control	Every detail is designed for your brand – materials, layout, lighting, etc.	Limited to the space as-is; workarounds often required to “make it work.”
Visual Consistency	Lighting, angles, and staging are optimized for continuity across still and motion.	Natural light and ambient conditions vary, complicating consistency.
Efficiency	One central location = fewer crew moves, shorter shoot days, and streamlined production.	Time lost to travel, location prep, load-in/load-out, and resets.
Cost Savings	No location permits or travel expenses.	Location fees, permits, insurance, and transport quickly add up.
Brand Integration	Custom-built elements reflect your identity – logos, colors, signage, product placement, and more.	Branding must be brought in or added digitally; often limited by the space.
Scalability	Need multiple “locations”? We’ll build them all in one space!	Each location requires separate scouting, contracts, and coordination.

Whether you’re looking for video production in the Charlotte area or you’re located much further afield, the Salt Paper team can deliver the set of your dreams. Connect with us to learn more about our process and capabilities – we can’t wait to step into your world!