Latitudes. A visual campaign for Exteta, shaping a new cinematic language for Italian furniture.
The goal of Latitudes was to define a flagship cinematic language for Exteta, capable of representing the brand across campaigns, exhibitions and future productions. Developed in collaboration with Studiopepe, the project opened a new chapter in Exteta’s visual communication.
Rather than focusing on a single collection, Latitudes established a long-term visual framework for Exteta. It was designed to remain recognisable and adaptable, supporting the brand’s positioning within the international furniture landscape.
The campaign was filmed at Villa Borromeo Visconti Litta and Palazzo Arese Borromeo. The historic rooms were part of the composition, with the furniture’s colours and forms considered alongside frescoes, stone and sculpture.
fffilms.it built the film around discovery. The opening introduced light and fragments before revealing the furniture in full. Holding back the complete picture gave the reveal more weight.
Voiceover carried the journey, guiding attention without describing individual products. The book and travel-diary gestures gave the film a personal perspective, as though its images were impressions gathered along the way.
Close views and changing light brought attention to the materials. The film gave people time to notice a finish or a detail, making the care in the furniture visible without relying on specifications.
Individual sequences were conceived to work independently, giving Exteta fragments of the larger journey for use across different formats.
Latitudes presented Exteta’s furniture with the attention given to a work of art. Its materials and design carried the brand’s identity throughout the journey.
fantastic. futuristic. fabulous. fresh. focused. fearless. fluid. films.
framework for feeling.