The company is represented by the film’s main character: a towering mechanical monster oblivious to his own environmental impact as his view of the world below is blocked by a thick blanket of toxic clouds of its own creation. Meanwhile, a little girl living in the polluted land below dreams of seeing blue skies for once in her life. The only way for her to get above the clouds is to climb the monster itself, “Jack and The Beanstalk”- style. That impulsive plan leads both characters to an expected encounter that will spark Interface’s sense of awareness.

From 22square’s original idea of the “monster who didn’t know it was a monster”, our agency developed the script and created the visual style, taking inspiration from Japanese animated films to mid-century modern design and illustration. The film was produced entirely in 3D animation, rendered with a graphic, flat finish that results in a rich illustrative look.

The campaign had a huge impact at Clerkenwell Design Week, the “Superbowl” of interior design. The average impressions for posts during the show was 4.5x the Interface benchmark, with 108K total impressions or a 1301 average per tweet. The brand was named #2 among the “Top 10 of Social Media” at the show, based on Twitter volume and sentiment analysis. No other flooring brand made the Top 20. Beyond the trade show, we saw a 74% lift in social mentions maintained from May-August, compared to the previous months.