DFS imagines animals in their sitting rooms for its latest campaign

DFS has unveiled its latest campaign ‘The animal thingdom’, imagining animals of all shapes and sizes in each of their sitting rooms.

Created by London-based agency Pablo, the campaign aims to promote individuality and encourage people to find their own unique ‘thing’, like each and every one of the animal characters in the TV spot.

From bats and their upside-down sofas to lizards and their outdoor loungers, the film directed by Freddie Powell and produced by Untold Studios, mixes CGI furniture with ‘animatronics’ and CGI creature enhancements.

The promotion is the latest iteration of the furniture brand’s ‘What’s your thing?’ campaign, that intends to inspire and empower consumers and their individual styles and tastes.

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“It’s been a real pleasure to continue working with director Freddie Powell, DROOL and Pablo on this fun and immaculately crafted campaign,” Untold Studios chief creative officer, Neil Davies said.

“I love that it’s such a clever mix of miniature sets, fully CG sofas, puppetry, animatronics with CG enhancements, real animals, CGI Plankton etc etc – it just keeps you guessing as to how each shot is pulled off.”

“Every frame within the spot is packed full of hidden details, all carefully crafted and meticulously thought out, revealing more on each viewing. Add in a killer soundtrack and it’s shaping up to be one of my favourite spots of the year so far.”