A lobby, then an offer.

The brief

This one had to convert, not just impress.

The audience is designers, developers, hospitality buyers and stagers — people who need to know that a décor brand can supply a project, not just a living room.

So the film had to do two jobs: show scale, then make an offer clearly enough to be acted on.

The idea

Show the scale first. Ask second.

Open in the same drawing-to-render language as the room films, but on a lobby rather than a living room — double-height glass, chandelier, stone floor, a sculpture at the entrance.

Once the space has established that these pieces work at commercial scale, the film stops pretending to be a brand film and shows the terms.

The cut

Frame by frame.

Draw the entrance

The same measured line work as the room films, applied to a lobby. It ties this film to the rest of the work rather than letting it read as an ad.

Let the space carry it

Chandelier light down polished stone, a tall sculpture holding the entrance. Nothing is labelled yet — the room is doing the arguing.

Then name the inventory

Wall art collection, sculpture, decorative trays, cushions — labelled in place, so a designer can see the categories rather than a single styled moment.

Why it works

Where it points.

The film ends on a card listing what the programme actually offers — trade pricing, project sourcing, delivery and installation — and a single destination: xzora.ca/trade.

It also carries a line noting that product scale in the concept visual may vary slightly. That kind of note costs nothing and is the difference between a specifier trusting the rest of the frame or not.

The film

Trade Program

How it was made

No location, no crew, no shoot day.

Every frame was built from product photography the brand already owned. Generative tools are part of how it gets made — they are a medium, not the point. What you are buying is the concept, the direction and the finish.

More process

Every film, broken down.

Eight films for the same client, each solving a different problem.