Soho House
House rules.
Dean Street Soho to Dumbo New York, an international members club for creatives, a simple rulebook, a novice main character, a series of vignettes, a host of evergreen characters, straight from script to screen.
Private members club Soho House approached Art&Graft with a seemingly simple task – to develop a visual rule book. The brief was open-ended but a chief consideration was not to make this stuffy, or reprimanding, but to demonstrate that these rules are there to create the perfect home from home for Soho House members.
Simply put, this is a haven for creatives, but there are some friendly house rules. The film was to become integral to Soho House’s welcome communications to all new members and therefore the studio team needed to create something inviting, engaging and of the highest wit.
"We were given a lot of trust and freedom by Soho House on this project, and all credit to them for being brave enough to follow us towards something far more creative and witty and memorable - this could easily have been a very dry set of dos and don’ts. I think the team hit the perfect note on this for the brand - it’s sophisticated, witty, with totally on-point fashion choices… but it never takes itself too seriously."
Tom Bromwich, Head of Production at Art&Graft
CHARACTER DEVELOPMENT
The studio team began with designing the main character ‘Tim’, an inoffensive, hapless fellow who sometimes just gets it all wrong.
A clear direction was developed for the style of the characters – fashioned in timeless casual clothing and characterised by charming, slightly awkward posing, the cast reflected the creative diversity of the club.
The film also gives a nod to the strong architectural style of the international Soho House buildings, including their townhouse-style buildings and rooftop swimming pools. Thenteriors are not overly florid but acknowledge details present in the current Soho houses – they act as an elegant, recessive stage for the lovingly crafted frame-by-frame animation that breathes so much life into each vignettte.
Credits
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