As part of a brand evolution led by Made Thought Studio, Herman Miller requested a motion campaign to feature and celebrate their full array of Gaming chairs: Aeron, Embody, Sayl and Vantum. 3D artist Pedro Veneziano was commissioned to produce this audiovisual pack and invited us to create the soundtrack and all the sound effects.

Each audiovisual piece takes queues from the materiality and design of a specific chair and extrapolates them, crafting bespoke build-ups to highlight key product aspects — but with a kinetic, evocative approach that speaks to the gaming universe.

Ranging from a sleek thread weaving to an alienesque goo, the goal was to explore different styles in order to engage with a wider audience.

Ultimately, this combination of eye-catching effects with a minimal and sophisticated setup aimed to visually stablish the Gaming sub-brand as a boost of energy — a power-up within the design-centered legacy brand.