Advertising for Samolet's Furnished Apartments
Samolet puts your lost weekends inside a wardrobe.
The Clients created an advertising film for Samolet, which began selling apartments furnished with built-in appliances in spring 2021. The brief was to communicate the offer through Samolet's brand idea of giving people back time, rather than simply claiming that a ready-made apartment is convenient. In the selected “Monologue About a Wardrobe” concept, the camera enters a custom-built wardrobe to reveal missed leisure scenes; the film used suspended furniture, constructed sets, and concealed edits during camera passes through door gaps.
Insights
- Samolet’s furnished-apartment offer was framed through its promise to give people back time. The film focuses on days spent choosing and assembling furniture rather than convenience alone.
- The camera enters a wardrobe to reveal activities its owner could have enjoyed: fishing, photography and dinner beneath lanterns. It returns to an apartment where the furniture is already installed.
- The wardrobe was custom-built, furniture hung on cables, and the interior scenes used physical sets. Camera moves through door gaps conceal the cuts between them.
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