Here to Stay
Some things in life you’ll hold on to forever
This campaign was conceived as a way of bringing to life our understanding of the home.
We wanted to convey that a home is not a place to pass through, but a place where you want to stay. Because that is where we feel good, we feel safe and at ease. Where we can be ourselves. And that doesn’t happen immediately, or randomly. It takes time to build a home, through bonds, experiences and objects that remain.
The campaign focuses on that permanence. In a changing world, where almost everything is quickly replaced, we choose to talk about what lasts. About what stays. About the furniture and objects that accompany us, transform with us, represent us, that tell our story and end up giving us that sense of belonging.
With an iconic, dreamlike visual direction and a metaphorical focus, we demonstrate that a house is not a fixed structure, but the total of all the elements we feel are ours. Not because of their shape but because of their significance. Not because of what they cost, but because of what they mean to us and represent.
By showing what disappears and what remains, the campaign highlights what it really means to build a home: something that is not blown away by the winds of time. An allegory against fleeting trends, fast furniture and global homogenisation.
Behind the campaign
Showing the objects as floating was not just a metaphor: it was a technical decision. Behind the ad, the production is precise and complex, designed to capture what stays. And what doesn’t.
We wanted each decision to reveal who we are. That’s why we chose a location connected to our roots: a wheat field in Ametlla del Vallès, which was used as a war airfield by the Republican government between 1937 and 1938. A landscape filled with memories where we can talk about what lasts.
The protagonist’s image fits with our Mediterranean imagery. Her role required more than interpretation: her dance training allowed her to move gracefully as if she was floating with zero gravity. A way of producing the visual language that we had imagined from the start.
To bring the metaphor to life, the objects were suspended in the air using various truss structures hanging from three cranes that would later disappear in post-production. The scenes were filmed with a camera moving over platforms, travelling shots and aerial shots taken by a drone. Post-production and visual effects made it possible to remove all technical elements and finish building that elegant, suspended visual atmosphere. The little white house that appears in the last shot was fully 3D generated.
Another key moment in the filming was our star’s house. The ad was filmed in two different locations: one outside and one inside. For the outside, we built an ad-hoc set: a small open house in the countryside, with two walls at a right angle that let you walk straight out towards the wheat field. For the indoor scenes, we found a real house whose structure and layout was as similar as possible to the fictitious set, thereby ensuring visual continuity between both spaces.