Cinema, theatre, advertising—these all rely on one essential art form: set design.
Set design is a language both theoretical and practical, complex and multifaceted. It doesn’t just create spaces—it shapes imagination, giving each scene a distinct and memorable visual identity.
Set Design: Where Do You Start?
Set design is not just a backdrop, it’s an integral part of visual storytelling. In advertising, just like in cinema, every scenic element contributes to building atmosphere and directing the viewer’s gaze. Here are five fundamental rules to keep in mind when designing a set.
- Read and Re-Read the Script
- Communication Is Key
- Prioritize Functionality
- Trust Instinct and Creativity
→ Nowhere was this more true than with Vesuvius, a high-intensity music video for Philipp Kirkorov. From a looted mansion to a volcanic eruption, we pushed design and logistics to their limits.
- Obsess Over the Details
On set, nothing is left to chance. Every detail matters, even the smallest, seemingly invisible one. Each component of the set design plays an active role in shaping the viewer’s perception of the story, the world, and the mood of a scene.
→ With Nobili, we blended industrial accuracy with lived-in domestic warmth, juxtaposing factory and home to underscore the elegance and utility of the product.
(Access to this ghost production is available on request.)
Great set design strikesg the perfect balance between creativity and logic, artistic vision and technical precision. Every successful environment is the result of research, collaboration, instinct, and attention to detail. And it’s in this balance that set design stops being just a backdrop, and becomes a living part of the narrative.
