Each of the spots in the campaign feature an abandoned, battered object — be it a chair, a car or an old piano — on their journey from being found to being restored.
For this, the team developed a custom camera rig to be attached to and track each object. As a viewer, one’s eye is captivated by the multiple different landscapes and stages the pieces travel through.
In this spot, the armchair meanders from an abandoned alleyway, to an old pickup truck; sanding and tearing; polishing and reupholstering; finally finding its place in a new home.
Mill Chicago colourist Matt Osborne comments “This was a fantastic piece to really explore new and unique ways of grading. Michael gave me several references to go off of. By taking inspiration from each of them, I was able to create a bespoke feel for each of these spots. We decided to use a strong palette to support State Farm’s brand colors, and also kept the skin tones nice and natural.”
There’s more than meets the eye to everything and there’s always a backstory.