WHEN COMFORT MADE YOU LOOK TWICE

Client: Hommey

Hommey approached us to lead the creative for their Black Friday campaign with a simple but deceptively difficult brief: tell the story of “Comfort, anywhere.” It needed to feel tasteful, believable, and unmistakably Hommey: playful, self-aware, and never trying too hard.

We set out to avoid CGI for CGI’s sake. Instead, we focused on restraint. The idea was to place comfort into recognisable Sydney locations in a way that felt refined, slightly surreal, and just believable enough to make people pause.

After experimenting with scale, we landed on a robe measuring roughly eight feet tall. Large enough to feel unexpected, yet small enough to plausibly exist in the real world. Shot on a hanger and framed carefully, the robe lived in that perfect in-between, prompting the question: Is someone actually holding that?

We filmed across three Sydney locations, allowing the robe to appear in different contexts and scenarios. Subtle interactions with passersby were essential to selling the illusion. Seeing the robe exist naturally within the environment reinforced the central tension of the campaign: Is this real?

To achieve realism, we used film-industry CGI techniques to capture the robe’s fabric sheen and movement. But the true believability came from embracing imperfection. CGI often fails when it’s too perfect. To counter this, we crumpled real paper, scanned its texture, and mapped it onto the robe, introducing tiny, invisible flaws that made it feel tactile and real. The audience wouldn’t consciously notice it, but they would feel it.