This month marks a whole year since we shot the launch content for the amazing sofa brand, Superba. Where has the year gone?!
The shoot itself was a totally wild ride – 14 sofas filmed and photographed in 14 unique sets across 6 studio spaces. All in just 3 [long] days/nights. Each day was powered by incredible people, monstrous creativity (shout out to Ceren Aslan, the creative genius that she is), and most importantly, pizza!
As you can imagine, fitting 14 sets into 3 days is no mean feat! The schedule had to be flexible and adaptive throughout to ensure that we could navigate any hurdles, both creative and logistical, along the way. Both client and crew worked incredibly hard to keep up the momentum each day – to this day, we don’t know how Ellen, Producer, managed to do this?!
The challenge wasn’t just shooting all those sets, it was dressing and redressing too. It was all only made possible by shooting in LOFT’s amazing multi-studio setup, where each space began as a blank canvas.
In preparation for our first shoot day, all sets were painted in their carefully selected colours that would enable us to simply redress the sets, rather than having to repaint them each time. Once the paint was dry the following day, we got to work dressing the first sets. We had several van loads of wallpaper, all kinds of large and small props and a huge variety of furniture, as well as enormous murals, along with enough house plants to make a garden centre jealous.
On shoot day one, we worked our way around each of the sets, ticking off each product one by one. As we finished a product, that set was immediately redressed for the next, and so on and so forth until each of the products were covered! As the camera crew worked their way through each set, production and art department would follow along, redressing for the next product. This ‘rotation’ was the only way to nail it all in a limited amount of time. Even writing it is complicated, so it took expert planning and preparation from the Standby crew!
Of course, we couldn’t have done any of this without our superhuman Production Coordinator, Charlotte. For those who don’t know, Charlotte comes from an extensive background in Art Department, making the move to Production only in the last few years. She offered to bring her incredible skills to this project stepping in as Art Director and, of course, did a legendary job, creating individual sets for each of the 14 sofas – I told you she was superhuman!
Another shout out has to go to the awesome, Mr Tom Cox, who shot and edited all the launch campaign stills across the range – check out some of our favourites below!
We’ve seen a lot of things on set, but when the Creative Director, Ceren, asked whether she could pinch our runner to be a model, that really took us by surprise – and as you can see he totally nailed it and did an amazing job! This was closely followed by Ceren borrowing a studio fire extinguisher to include in another of the sets and we have to say, it looked super cool. Trust the creative process, kids!
The creativity that bounced around both Simon and Ceren, as well as David, the amazing DOP, was astounding. All in all, it was an awesome shoot with awesome people producing awesome content!
Assets Produced:
- 14x Individual Product Videos – with models & graphics
- 14x Individual Product Videos – with models & no graphics
- 14x Individual Product Videos – without models & graphics
- 14x Individual Product Videos – without models & no graphics
- 1x Overview Film – graphics
- 1x Overview Film – no graphics
- Heritage Film
- BTS Film
- Additional Social Content including Model BTS, reels, stories, TikToks
- All exported in social aspect ratios
- Supporting Photography of each product and brand content
Credits:
Director – Simon Owen
Producer – Ellen Bounds
DOP – David Ford
1st AC – Todd Franklin
Art Director – Charlotte Timbrell
Stylist – Danielle Saville
MUA – Katie O’Dowd
Editor – Chris Kenward
Runner (and model) – Owen Massey
Watch the full film HERE!
