Big Fig - Origins :30

Our friends at ModOp came to us with a concept for Big Fig Mattress that we couldn’t resist: dynamically dress a raw studio space with minimalistic rooms—while making it clear we’re in a studio. A playful wink to the audience? Yes, please.

Production Design team Tim Stevens and Jamie Scott brought ModOp’s Todd Taylor’s designs to life, while Format’s Nic Reader co-directed with Taylor and helped fine-tune every frame’s detail.

We built three distinct “rooms” across the studio floor and redressed one mid-shoot for a total of four unique looks. Our lead talent Benjamin Sheedy nailed the role of our spokesperson, delivering a narration that’s equal parts fun and informative. Format’s own Andrew Kunkle put on the finishing color grade to make it shine.