Building an atmosphere for a spot
The importance of art direction
Art direction is at the heart of any visual creative project, and it starts to take from the moment there’s an intention; the moment a decision is made about what to convey and what not to convey.
What to explain, which feelings to evoke, and which group it targets. Art direction is our management of all the artistic elements of a project, whether it’s a film, a magazine, a music video or a spot.
It’s something intriguing and complex yet exciting and rewarding. That’s why we gladly took on the challenge of shooting a spot for the restaurant chain Muerde la Pasta.
Art direction is our management of all the artistic elements of a project, whether it's a film, a magazine, a music video or a spot.
Our spot was set around a family Christmas dinner. Through art direction, we needed to create the right atmosphere to portray this sense of coming together. Warm, cosy lighting settled the mood for a tranquil family gathering.
Red, green, hushed tones were thematic in both the set decoration and the humorous characters’ wardrobe. Characteristic Christmas music wrapped the whole scene, creating the perfect holiday environment. Every detail was thought through and curated to make our concept and message appear clear, concise and coherent.
