Thinking

We partnered with Tom Dixon Studio to bring SOFT to life through a dedicated 3D & CGI motion-film, created to support the launch and digital rollout of the studio’s latest lighting design.

To help tell the story of how SOFT is made, we introduced a bit of manufacturing romance on the process as a quiet narrative counterpoint. Making things precise, controlled and almost choreographed, they apply the diffusing TPU layer around the welded steel frame, revealing the development behind the product.

The film was used across Tom Dixon’s product launch campaign, including Milan Design Week and 3 Days of Design in Copenhagen as well as digital and experiential contexts.

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Project

SOFT

Tom Dixon

Category