Hommey approached us to lead the creative for their Black Friday campaign. It needed to feel tasteful yet believable and tell the story of “Comfort, anywhere.” Hommey’s branding is playful, fun, and refuses to take itself too seriously, so the campaign had to feel like a natural extension of that personality.

We set out to avoid making CGI for CGI’s sake. Instead, we focused on creating something refined that would bring the idea of “comfort anywhere” into recognisable locations across Sydney, while still tickling the brain. We experimented with various scales of their robes before landing on a version roughly eight feet tall: just big enough that it could be held by a hanger, and shot in a way that made the audience wonder whether someone might actually be holding it. Subtle interactions with passersby were essential to selling the illusion.

We filmed across three locations in Sydney. Seeing the robe appear in different contexts and scenarios was key to reinforcing the question: is this real?

We used film-industry CGI techniques to capture the robe’s fabric sheen. The real secret to the realism came from embracing imperfection. CGI often appears “too perfect,” and when placed into the real world, it usually reads as artificial. We crumpled real paper, scanned its texture, and mapped it onto the robe. This tiny, almost invisible layer of imperfection was one of the elements that made the robe feel convincingly real. The audience would never notice it, but they would feel it.

The campaign ran as paid ads across multiple Black Fridays, and the results spoke for themselves. We couldn’t be more thrilled with how it came together.

Every part of the process - concept development, shoot, production, and CGI – was crafted entirely in-house by Day Five.

*Proudly no AI was used to produce this video