J&M Décor sells wall covering, and the difficulty of advertising it is that the product is only ever seen on a wall somebody else owns. The film answers that by building the brand first and then spending most of its two minutes and forty-one seconds on interiors where the paper is the thing being shown.
It opens on black. A yellow script monogram — the letters J and M joined by an ampersand — appears alone, small in the centre of frame. A thin teal oval draws itself around it, then matched scrollwork grows out of the ring’s crown and base: mirrored damask curls with a stylised leaf at each axis. Only when the crest is complete does the word Décor resolve beneath it in the same yellow script, followed last by the tagline in fine grey capitals: DEFINE YOUR SPACE.
The film then runs through four sections, each announced by a caption set low at the left of frame and each given three shots — a wide view, a close detail, and an unusual overhead that looks straight down into the room.
Living room. A charcoal fish-scale lattice paper over the main wall, a panel of acid yellow at the far end, a grey sectional on a red rug printed with concentric circles, and two red shell chairs. The overhead flattens the arrangement into a plan: the L of the sofa, the rectangle of the rug, the tables and stacked books around its edge.
Reception. Deep red vertical-stripe paper behind a grey sofa and two silver frames, over a dark veined marble floor, with a ribbed red ceiling above. The shop-front wall carries the Emerge Limited mark, whose studio voices the film.
Bedroom. A grey-and-white damask run floor to ceiling, held back behind the headboard by a band of concealed uplight that picks out the repeat. A timber ceiling feature floats over the bed with cove lighting at its edge, and the same paper returns in a smaller scale at the far wall.
Kitchen. A pale grey quatrefoil lattice behind white and oak cabinetry, a moulded wood table set against it, and an overhead of the sink run with boards, pans and cut vegetables laid out on the worktop under a row of skylights.
Every room is a computer-built interior rather than a photograph of one, so the paper can be shown in a space that does not exist yet and lit to make a pattern read. Each frame carries a faint corner mark for the studio’s former name.
Team: Interior Design and Modelling — Jude Abbey, Jude Nyoagbe. Title Animation — Randy Biney, Jude Nyoagbe. Shading and Texturing, 3D Animation and Direction — Jude Nyoagbe. Voice Over — Emerge Ltd.
Published October 2015. View the original project on Behance.
