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HYGGE
08
A campaign for Cutaway, a Taipei concierge platform launching its Christmas cinnamon roll edit. Hygge — pronounced hoo-gah, a Danish and Norwegian word for coziness, comfort, and contentment — set the tone. The work needed to translate that feeling into a film that introduced the five rolls without a hard sell.
BRIEF
The film holds that feeling: five cinnamon rolls staged as still lifes, each scenario hinting at the occasions when to enjoy it. Art direction and sound design echo the packaging's color and design, tying it together.
CONCEPT
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