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Open the Journey of a New Home in Campaign from HGTV HOME



Framestore used VFX and Clever Set Design to Take Home on Transformative Journey

Open the Journey of a New Home in Campaign from HGTV HOME

The new ‘Dream it True’ campaign from HGTV HOME by Sherwin-Williams takes viewers on a home transformation journey of a different kind through the magic of VFX and meticulous production design. 

Framestore and Framestore Pictures worked alongside creative agency MONO on the campaign’s two spots, ‘Journey’ and ‘Strokes of Genius.’ With the live shoot elements wrapping safely just days before the Covid-19 lockdown, post-production for the VFX-heavy campaign was successfully completed entirely under the work from home order with added layers of logistical consideration.

In ‘Journey,’ the story of a suburban house transported to a beautiful, remote location is told in two parts - the first of which captures a single room within the home, slowly evolving thanks to a new coat of paint. Combining carefully considered lighting and a custom set design, inclusive of a ‘moving’ living room, the home comes to life through shaking and dizzying spin effects (the actors were required to balance as the set shifted, adding even more authenticity to their performance).

Shot in Cape Town, the second part of the story shows the home’s journey in an abstract way, switching locations through observational glimpses. For this, the Framestore team rebuilt a fully rendered CG house based precisely on the to-scale model used in the first portion as a reference point, ensuring complete accuracy throughout the process. 

“It was important for us to show the home’s progress without seeming too literal,” said Framestore Pictures director and creative director, Murray Butler. “Creating animatics early in the process allowed for consistency in the vision, and working alongside MONO as a trusted partner throughout really helped us stay true to the goal of creating an aspirational, dreamy spot.” 


Agency / Creative
Post Production / VFX
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Genres: Dialogue, Visual VFX, People

Categories: Decorating, Home

Framestore - LA, Thu, 07 May 2020 17:20:45 GMT