velux - shift your outlook - 2017 - conceptual art director - ww
A TV, print and digital campaign that got homeowners to look up, because the ceiling is your fifth wall.
The Challenge
Most people never think about their ceiling. To them a skylight is just a window in the roof. VELUX wanted homeowners to see the ceiling as design space: room for light, fresh air and style.
Most people never think about their ceiling. To them a skylight is just a window in the roof. VELUX wanted homeowners to see the ceiling as design space: room for light, fresh air and style.
The Idea
Our strategy team found the insight: the ceiling is your fifth wall. My job was to make people literally see it that way. In the spot, a woman sits on the floor gazing out a window, until the camera rolls, she tumbles “down the wall,” and the room rights itself: the window was a skylight in the ceiling all along. No VFX trick, just one set and a rotating camera. The print ad freezes the same twist, laying out the ceiling, skylights and all, as the room’s back wall.
Our strategy team found the insight: the ceiling is your fifth wall. My job was to make people literally see it that way. In the spot, a woman sits on the floor gazing out a window, until the camera rolls, she tumbles “down the wall,” and the room rights itself: the window was a skylight in the ceiling all along. No VFX trick, just one set and a rotating camera. The print ad freezes the same twist, laying out the ceiling, skylights and all, as the room’s back wall.
