The in-house creative for Seats and Sofas had seen a video where a camera went from one floor to another showing different interiors.
This was the starting point of our conversations.

The aim was to show their products, and how they suited different environments and styles. The company also wanted to convey that its products matched a diversity of households, people, and price points.

While creating the concept, I examined Seats and Sofas' (ideal) customer base. Representing their various ways of living would be essential moving forward.

Working with this data, my team and I worked on a concept where we created a virtual Dutch village.

It was important to me that this concept and its elements would be modular and future-proof.
Possibly extending or reapplying the same assets in different forms in the future.

The production would eventually be a split of CGI and live-action footage.

We examined the layouts of various towns, suburbs, and cities. We started designing a layout for the village and followed it with the buildings.
Finally, we dressed up the streets, front- and back gardens, and even the balconies and interiors we would pass by.

In addition to the CGI activities, we worked on matching interiors. We filmed several sets that represented the floorplans of the virtual homes and styled them to match the inhabitants and products.

All these elements came together in various TV-Commercials. The modularity and futureproofing of the concept have still not found their limit. And with the control of the virtual village, could potentially result in numerous more assets.

Concept Creative, Director, Cinematographer