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Behind the Scenes
Behind the Scenes
by
Freelancers United
2
min read
For the NORNORM video, we wanted to show more than furniture alone. The aim was to capture what the brand stands for: attention to detail, a strong sense of atmosphere and a genuine appreciation for craftsmanship. That led us to a visual approach in which light, movement and rhythm work together to tell the story.
How we work with light
To bring the rhythm of a full day to life, we worked with one large light source and used mirrors to distribute it across the set. This gave us precise control over the direction and quality of the light, allowing us to recreate different moments of the day, from crisp morning light to the warmer tones of the afternoon. Each scene could have its own atmosphere while the overall look remained calm, natural and consistent.
Whip transitions
Between scenes, we used whip transitions: fast camera movements that carry the viewer smoothly from one setting into the next. They create the feeling of moving through an entire working day in a matter of seconds, adding energy and pace to the edit while keeping the flow natural rather than hectic.
Frame by frame
For the final sequence, we wanted to capture the breadth of the NORNORM range in a simple but playful way. We filmed each piece of furniture in exactly the same position, swapping one item for the next while keeping the framing consistent. Cutting these shots together in quick succession created a rhythmic sequence in which the full range appears to flick past, one piece at a time.
For the NORNORM video, we wanted to show more than furniture alone. The aim was to capture what the brand stands for: attention to detail, a strong sense of atmosphere and a genuine appreciation for craftsmanship. That led us to a visual approach in which light, movement and rhythm work together to tell the story.
How we work with light
To bring the rhythm of a full day to life, we worked with one large light source and used mirrors to distribute it across the set. This gave us precise control over the direction and quality of the light, allowing us to recreate different moments of the day, from crisp morning light to the warmer tones of the afternoon. Each scene could have its own atmosphere while the overall look remained calm, natural and consistent.
Whip transitions
Between scenes, we used whip transitions: fast camera movements that carry the viewer smoothly from one setting into the next. They create the feeling of moving through an entire working day in a matter of seconds, adding energy and pace to the edit while keeping the flow natural rather than hectic.
Frame by frame
For the final sequence, we wanted to capture the breadth of the NORNORM range in a simple but playful way. We filmed each piece of furniture in exactly the same position, swapping one item for the next while keeping the framing consistent. Cutting these shots together in quick succession created a rhythmic sequence in which the full range appears to flick past, one piece at a time.
