The film, presented at the Salone del Mobile, builds a sensory and contemporary narrative in which products and users reflect one another. Colors, everyday gestures, and material details become the language through which the film shows that every design choice is both personal and, at the same time, shared within a community of design lovers—and beyond.

THE CONCEPT: THE COMMUNITY AS PART OF THE DESIGN

Hiro involves people in every creative and production phase. The consumer is not a spectator, but a co-author: Hiro’s identity lives in the relationship between individual character and product.

From this starting point, the concept of the video takes shape: to present Hiro not merely as a furniture catalogue, but as a creative journey in which each user makes a difference through their own personality. Color is the central metaphor of this participation: every person brings a tone, a passion, a gesture, and each product becomes a coherent and distinctive extension of that identity.

SCRIPT AND PRODUCTION: A COLLECTIVE STORY BUILT ON CHOICES

The script translates the concept into a scene-based narrative that places people and products in dialogue, showing how design takes shape through different identities, lifestyles, and personal desires.

Pre-production defined an essential and contemporary visual framework, designed to clearly highlight the relationship between the protagonists and the furniture, while keeping the idea of choice as a shared creative act at its core.

The film works through reduction and rhythm: it begins with material and sensory details to introduce the Hiro world in an intimate way, then gradually broadens its focus to people and their everyday actions. Editing weaves together gestures and products until they coexist within the same narrative space, making it clear that every choice is individual, yet simultaneously contributes to building a community that shares aesthetic values, design culture, and the desire to express itself through the spaces it inhabits.

CONTROLLED SET AND COLOR DIRECTION

The production took place in a studio to ensure rigorous control over color and lighting, guaranteeing maximum consistency with the brand’s palettes. Sets, lighting, and framing were designed to enhance the shapes, surfaces, and finishes of the products, alternating close-up details with wider compositions that include human presence.

Color therefore becomes a key element of the concept and the visual structure of the film: not merely an aesthetic frame, but a language that unites personal identities and the character of the furniture into a single, recognizable system.

Agency: Blank_Spaces
Creative Director: Simone Stucchi

Production: Alessio Ferreri, Lucrezia Ficetti

Strategy / Creative direction / Motion graphics / Set design / Account / PM