Commercial campaign

Nordic Studio make furniture to be lived with for decades, and their campaigns kept looking like everyone else's sale season.

The brief: launch the autumn range without shouting, for buyers who care how a chair ages.

What we made: a 45-second film and a stills series set across one morning in a single apartment, from first light to the first guest. Each piece of furniture appears in use, never staged. The posters carry one line of copy each.

How it ran: in-store, online and in print, with every cutdown taken from the same morning so the campaign reads as one story.

What we learned: slowing the campaign down made the furniture easier to see. Fewer cuts, longer holds and natural light did more for the range than any discount line would have.