Etro Home Interiors Video production – Reed Armchair: The Making Of
Video production – Reed Armchair: The Making Of Photo/Video
Behind-the-scenes video for the Reed armchair by Etro Home Interiors
The NewVisibility team produced the ‘making-of’ video for the Reed armchair, one of the most iconic pieces in the Etro Home Interiors collection. Reed combines maximalist inspiration with geometric clarity, featuring bamboo canes reinterpreted in a rationalist style and soft cushions that soften its design.
The video follows the product’s creation, from the structural details to the stitching of the fabric, right through to the final result featuring the Etro logo. Close-up shots highlight the artisans’ movements and the surfaces of the brass and fabric, conveying the value of ‘Made in Italy’.
The main video is in 16:9 landscape format (1920x1080) and lasts 48 seconds. Alongside this, we provide one clip in 9:16 portrait format (1080x1920), designed for Reels and Stories. The video is available in both formats: landscape for the website and YouTube, and portrait for Reels and Stories.
As with all the videos we produce for the ONIRO Group’s brands, the pace is brisk: sharp editing, clean shots and no unnecessary pauses. In the ‘making of’ videos, we also focus on sound, with sound design featuring the ambient noises of the workplace and the sounds of tools and equipment. A ‘making of’ video brings the value of the work out of the workshop: it showcases the time, skill and expertise required to create a product and makes visible a value that isn’t apparent in the catalogue.
From filming to editing: our video production service
NewVisibility’s video production service supports the client from the site visit right through to the delivery of the files. An in-house team works on the ONIRO brand videos: the creative direction sets the style and narrative, whilst Marco and Edis handle filming, editing and post-production. In a ‘making-of’ video, the point of view is key: close-ups of gestures and materials, editing that gives the work its rhythm, and a format tailored to each channel. In our ‘making-of’ videos, we also pay close attention to the sound, with sound design incorporating ambient noises and the sounds of tools and equipment.
We film using LED lights ranging from 300 to 1,200 watts, sliders, dollies and Ronin gimbals. The editing always has a strong rhythm, because that’s what content for trade fairs and social media demands. If you have a product or an exhibition stand to showcase, we’ll start with a site visit.
Discover our video production services
NewVisibility, a video production agency in the province of Como. We handled the filming, editing, post-production and sound design.
A key role: in ‘making-of’ features, we work on the sound design of workplace noises and the sounds of tools and equipment, which accompany the footage.
The main video is in 16:9 landscape format (1920x1080). Vertical clips in 9:16 format (1080x1920) are also available for Reels and Stories.
It depends on the product and the channels. As a rule, we start with a full-length story of about one minute for the website and create shorter videos for social media.
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 handover of the files, the team remains the same.
This is the style we adopt for the ONIRO Group’s brands: dynamic editing and crisp shots keep viewers engaged on trade fair screens, the website and social media.