Project — Commercial
Aperture House.
A launch spot for a photography collective's first permanent gallery — 30 seconds, three rooms, one unforgettable opening night.
Overview
The brief: fill the rooms.
Aperture House opened its doors in Le Marais with no audience yet and a big rent. They needed a spot that would make photographers, collectors and the simply curious mark opening night in their calendars.
We built the commercial around the gallery itself: empty white rooms filling with projected images, then with people. Shot overnight in the actual space, two days before the opening.
- Client
- Aperture House, Paris 3e
- Delivered
- Format
- 30s hero + 15s / 6s / 9:16 cutdowns
- Service
- Commercial
Approach
The building is the actor.
No cast, no dialogue. Motion-control passes layered projections over the gallery walls so the rooms appear to remember every photograph ever taken in them — then the doors open and the crowd pours in.
Outcome
A queue around the block.
The spot ran in two Paris cinemas and across socials for three weeks. Opening night drew triple the expected crowd, and the 6-second bumper still fronts the gallery's program trailers.
Related work
Opening something worth queuing for?
Concept in ten days, on screens in six weeks. Fixed bid, kept.