Behind-the-scenes video for the Quiltana luxury armchair
Etro Home Interiors commissioned us to produce the promotional video for Quiltana, an armchair with a cosy shape and sinuous lines, characterised by square-patterned quilting reminiscent of the capitonné style and a floral-patterned fabric selected from the Etro archive, featuring a pastel palette with a vintage feel. The result is a ‘making-of’ video lasting approximately 48 seconds, produced in both 16:9 landscape and 9:16 portrait formats.
Rather than simply showing the armchair as a finished product, we chose to tell the story of how it is created. The video takes the viewer into the workshop, into the hands of those working with the materials, and follows the stages of production right through to the finished product. It is a way of conveying the value of a luxury item: the time, care and craftsmanship that go into every detail.
The style is refined and cinematic, with close-up shots that highlight the materials, textures and movements. The pace is brisk, as in all the videos we produce for the ONIRO group, and the narrative is accompanied by sound design: the ambient sounds of the workshop and the clatter of tools and equipment become part of the story. The video concludes with a shot of the finished product bearing the Etro Home Interiors logo.
We produced two formats of the same narrative: a landscape version for websites, YouTube and presentations, and a portrait version for Reels, Stories and mobile channels, where most content is viewed today. The production is complemented by a short promotional video for the armchair, also available in both formats. The video has also been published on the ONIRO Group’s Vimeo channel.
The making-of: a behind-the-scenes video with a lively pace and sound design
Explaining how a product is created is one of the most effective ways of conveying its value, and that is the role of our video department. A dedicated team oversees the project from concept to delivery: a creative director who sets the style and narrative, and Marco and Edis, the hands and eyes behind the camera, who handle filming, editing and post-production.
In our ‘making-of’ videos, we also pay close attention to sound: our sound design captures the ambient noises and the sounds of the tools, because in a video documenting the production process, sound tells the story just as much as the images do. For filming, we use our own 300 to 1,200-watt LED lights, sliders, dollies and Ronin gimbals: the lighting enhances materials and textures, sliders and dollies give movements a cinematic precision, and the gimbal follows the hands at work.
Every video is designed for the platform on which it will be shown. For social media, we create content in portrait format, with a brisk pace and opening seconds designed to grab attention, alongside a landscape-format video for websites and presentations. If you want to showcase your product or production process, start with our video service.
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NewVisibility, a video production agency based in Cantù, in the province of Como. We handled the filming, editing, post-production and sound design.
This video shows how a product is created, from the processing of the materials to the final result. In the case of a luxury item, it highlights the time, care and craftsmanship involved, and conveys a sense of value that goes beyond mere aesthetics.
Available in two formats: 16:9 landscape (1920x1080) for websites, YouTube and presentations, and 9:16 portrait (1080x1920) for Reels, Stories and mobile channels.
Because every channel has its own format. Horizontal videos are suited to screens and websites, whilst vertical videos fill the smartphone screen and work best on Reels and Stories.
A central role. In the ‘making of’ features, we work on the sound design of the workplace ambient sounds and the sounds of tools and equipment, which become part of the narrative and give rhythm to the images.
For filming, we use LED lights ranging from 300 to 1,200 watts, sliders, dollies and Ronin gimbals, all of which we own.
The video department is a dedicated team: a creative director who sets the style, and Marco and Edis, who handle filming, editing and post-production. From the site visit to the delivery of the files, the team remains the same.