The challenge
ZUMA makes premium carpets for people who care about detail, and carpets are among the hardest products to film well. Shot flat, they look like samples. Shot in a room, they disappear beneath the furniture. For its campaign with Maison des Fleurs, ZUMA needed a film that made the carpet the foundation of a beautiful interior rather than its background.
What we made
Sayso Creative produced a thirty second campaign film with soft, romantic styling. Each scene is built from the floor up: the carpet establishes the room, Maison des Fleurs' arrangements and the furnishings are placed in relation to it, and the camera moves low and slow so the weave and the colour stay in view. The lighting is warm and even so the textures read without harsh shadow. The edit celebrates craftsmanship, elegance and timeless style, the three ideas at the heart of the campaign, and the pacing matches the earlier Cherry Blossom film so the two can run as a pair. It was shot in Dubai and finished for landscape viewing.
The outcome
The film gives ZUMA a way to show carpets as the beginning of a room rather than an afterthought in one. Paired with the floral film, it gives the partnership a consistent visual language across a season, and it provides the showroom and the website with a piece that explains the brand's point of view in half a minute.
