Made – Never Ordinary

Optical Arts directed and produced this campaign for MADE in collaboration with Wonderhood Studios.

The film tells the story of a surreal and intriguing date. We follow a couple into a stylish and warmly lit home. In his search for the bathroom the protagonist, Daniel, explores different rooms of the house, each one more surprising than the last.

For this film we designed a series of bold and distinctive sets taking inspiration from modern showrooms and Memphis design as well as more traditional Victorian homes. The narrative starts in the entrance hall and corridor, designed to be believable spaces that act as a bridge to the magical worlds we will encounter. Within each room we discover a completely new world where the laws of physics do not apply. A Neverland of the Never Ordinary!

One of the main challenges of this project was combining the highly stylised and staged set with the less rigid cinematic and narrative feel we were striving for. We worked to define the right tone for the film aiming to create an atmosphere that was both playful and disconcerting without being too comedic or sinister.

In the film the lighting creates a mood of intrigue and curiosity, almost magical but also a little dark. The idea was to create a film with the look and feel of a design film whilst employing the cinematic and narrative techniques of directors such as Stanley Kubrick and Wes Anderson.