Office Seating / Advertising

Click365

Seating Film Library

Client: Click365
Year: 2025
Category: Office Seating / Advertising
Services: Creative DirectionAI FilmProduct DemonstrationVO & Sound

The challenge

Task seating sells on mechanisms: the lumbar support, the height adjustment, the pivot armrests, the recline. None of that reads in a photograph, and every SKU and colourway needs its own film. Shot conventionally that is a studio, a cast, and a chair shipped in and out for each one.

The idea

Build one production system and run the whole range through it. A consistent studio, a consistent grade, a consistent way of introducing a feature — then vary the chair, the colourway and the feature being demonstrated. Brand films carry the story; product films carry the mechanism.

The production.

01
Mechanism mapping
Each chair's real range of motion was mapped before any frame existed — recline angles, seat height travel, armrest pivot — so nothing on screen shows the product doing something it cannot do.
02
Feature language
One consistent way to introduce a feature: isolate the mechanism, hold on it long enough to read, name it. Used identically across every product film in the set.
03
Studio system
A neutral studio and a fixed lighting model, so a chair added next quarter drops straight into the same look as the ones shot first.
04
Colourway variants
Black, brown and ivory produced from the same setup, so the range reads as one family rather than three separate shoots.
05
Brand films
Two longer films moved out of the studio and into real rooms — a workplace and a home office — to place the product in the life it is actually bought for.
06
VO, edit & finish
Each film cut to its own voiceover and graded as a set, closing on the brand endcard.