The idea behind the ad

The ad whisks the viewer away on an indulgent journey of textures and sensations, the attention to detail and the care that goes into making your sofa a central part of feeling at home.

It’s that sense of comfort and craftsmanship that Sofology and creative agency Brave wanted to bottle up and transform into a big-screen moment, shining a light on the little things and making us realise how powerful they are.

Exploring the world of CGI

The key to the mind-blowing journey is all thanks to computer-generated imagery (CGI), created by the Moving Picture Company.

Shrinking the viewer down to the size of an atom, the ad feels more like some kind of intergalactic adventure, exploring parts of the universe that are normally beyond our reach, rather than zooming in on the finest details of a handcrafted sofa.

“[CGI] allows a lot of creative freedom so we can explore the world of Sofology”, says the ad’s director, Antar Walker.

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