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Freedom


DIRECTOR – Josh Whiteman
AGENCY – M&C Saatchi
CLIENT – Freedom
ART DIRECTOR – Janai Anselmi
STYLIST – Jo Ayling


Janai and Jo took on both art direction and wardrobe stying for this Freedom furniture ‘Love Coming home’ TVC. We open on three completely different homes and shoem glimpses of the individuals or couples who live in them. We’re left guessing which home belong to whom, based on the furniture, styling and even pets, until the reveal at the end.

 

The spot was shot in three houses over three days. All of the homes had to be emptied of their furniture and props and replaced with Freedom pieces and furnishings. The homes needed to look lived in and natural and not like showrooms or catalogue images.

 

We spent a huge amount of time at Freedom sourcing, taking into account locations and getting all furniture and props approved by the client via moodboards and spreadsheets. Will filled Freedom trucks daily for each shot, stripped out the homes, brought in the freedom items, and put everything back before nightfall! This included everything from drapes, rugs, sofas, tables, crockery, art and plants. We even introduced fake rooms inside the homes where we needed them.

 

The apartment shot was particularly tricky as it was located in a laneway in Darlinghurst with minimal access. It took the help of a cherry picker to load the furniture in and out.

 

Wardrobe had to reflect the character of the homeowner and their interior style, so the reveal makes sense visually.

 
 

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