This 30 second time lapsed TV commercial was designed and created for Fairway Furniture’s advertisement to be shown on ITV. The concept was based around visualising a day in the life of the furniture and the role that it plays as a fixture in any family or individual’s life. We wanted to bring attention to the fact that no matter what you are doing in your space—from making the bed to playing with your children, spending time as a family, playing video games, or chatting with a friend—your furniture anchors you to the space and allows you to live your life in the way that you are used to. The idea of the different scenarios of families, couples etc shows the diverse audience that Fairway Furniture were trying to target, sending the message that no matter who you are or how you live your life, your furniture is an important and constant aspect of your lifestyle. As the individuals and families living their ordinary lives in each scene flashed past, the one thing that remained the same, was the furniture that they were living their lives with, on, and around. This format allowed the product—the Fairway furniture itself—to shine as the reliable centre of a busy life, which is the ultimate goal of any advertisement.
The filming for this commercial took place over two days, as each scene was captured across a thirty minute time span and then condensed to a mere five seconds. The scenes were filmed on a digital track and all scenes were painstakingly timed so that each were exactly the same length and speed. This allowed the team to intercut the scenes in post-production and create a seamless visualisation, giving the furniture the focus to really shine through. This format was used so that the viewer could visualise themselves on the furniture being advertised.