X
The new TV campaign for the furniture brand Rutar “Love Story” breaks down the stereotypes of the advertising campaign and impresses with its creative and executive approach. It uses the format of a dance film to present Rutar's furniture, which not only serves as a scenography at home but also plays a key role in the love story of the young couple. Furniture movements are either a trigger or a response to events that record the development of their relationship. The dance film is shot entirely in the studio, which serves as a stage on which, as is typical for theater, the scenery changes along with each new scene. The TV ad is signed by the Finnish director Mikko Lehtinen, who managed to skillfully combine the formats of advertising and dance theater film and to place the choreographic material in a purposeful and subtle way in the dramaturgy of the story. The choreography was contributed by Nastja Bremec Rynia and Michal Rynia, who also performed. The ambitious Slovenian advertisement, created by the Nora production group (executive producer Darko Vinkl, producer Bistra Borak) with the Slovenian executive team, is intended for the Slovenian and Austrian markets. The international touch of the ad is complemented by the Hungarian director of photography Gergely Poharnok and the varied musical motif of the Austrian group Shake Stew.
Campaign: "Dance through life” Format: TV ad Brand: Rutar Client: Rutar
Director: Mikko Lehtinen
Production: Nora production group
Executive Producer: Darko Vinkl
Producer: Bistra Borak
DoP: Gergely Poharnok
Dancers / Choreography: Nastja Bremec Rynia, Michal Rynia - MN Dance Company
Production designer: Dejan Filipović
Stylist: Barbara Podlogar
Make up artist: Alja Sušnik
Music: How we see things - Shake Stew feat. Shabaka Hutchings
Agency: PM
Creative Director: Manca Krnel