Casafina launch new integrated campaign 'Room to be Different'. Created by Haygarth and realised by Love Commercial Production Company & Rushes.

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Online homeware website Casafina has celebrated the uniqueness of individual interior style with an integrated campaign spanning TV, print and online.

Created by Haygarth, ‘Room to be Different’ showcases how can help shoppers find unique items that can help bring their personal style to life.

The ads were created by shooting a series of stills which were then roto’d and comped together in flame giving the impression of using an iPad to select the room styles and accessories.

Working closely with director Phil Dupee, we were able to offer a one stop shop for the full pre and post solution to Casafina. A slightly different workflow to usual was utilised to accomplish the spot with previz, offline, conform, grading, retouching and VFX all completed on one Flame. Rushes VFX artist Jonny Hicks explains, “Previz provided a framework to act as an aid during pre production and shooting, and in turn was the basis for the full res ‘offline’ stage. Once offline timings were agreed and locked full post could be economically realised with our offline being our basis for the final master, and VFX being dropped directly in.”

Steve Rogers, executive creative director of Haygarth says, “Here at Haygarth we know that some of the best ideas are the simplest and the ‘Room to be Different’ campaign is just that; celebrating individuality and a unique sense of style. Key to this was really bringing these ideas to life and TVR is the perfect format for this seeing a user swipe through beautifully shot rooms in an inspiring 30” spot.”
The 30 second TV spot will air from this week (16 March) across Channel 4 and Sky.

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Client:  Casafina
Production Title:  Room to be Different

Agency:  Haygarth
Executive Creative Director:  Steve Rogers
Art Director:  Alberto Perrotta
Copywriter:  Laura Howard

Production Company:  The Love Commercial Production Company
Director:  Phil Dupee
Producer:  Finn James
Production Designer:  Louise Corcoran 

Rushes Team
Producer:  Sara Beckman
Colourist:  Denny Cooper
VFX:  Jonny Hicks


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