Barcelona-based designer/art director Santi Zoraidez strikes a delicate balance in this launch film for Spanish furniture brand Kettal, presenting their Pi room organization system as both dynamic and sophisticated.

Santi Zoraidez: “Kettal’s brief was clear, to visually communicate the flexibility and elegance of Pi, a system composed of three modular elements designed to create spaces where people can isolate themselves from the general environment to meet or work without the need for closed doors.

“The project required not only showcasing the product’s modularity and versatility but also capturing the essence of Kettal’s approach to design — refined materials, attention to detail, and sensitivity to light, sound, and privacy. The film had to convey all this in a subtle and engaging way, without relying heavily on narration or technical diagrams.
 

“This project was about more than just visualizing a product — it was about translating architectural design into an emotional and cinematic experience.”

 
“Since the product is engineered to capture and enhance natural light, it was essential to represent its behavior throughout different times of day – beginning in soft daylight, transitioning through afternoon light, and ending in a dim, atmospheric night scene.

“I wanted the animation to reflect the product’s character — dynamic, yet calm; sophisticated, but never cold. Therefore, I developed storyboards and motion tests that avoided any playful or rigid movements. Instead, the animation flows with softness and elegance, reinforcing the harmony of the system and the quality of its materials.

“On the technical side, all materials — wood, glass, fabric — were recreated using physically based rendering workflows to achieve a sense of realism and tactility.

“This project was about more than just visualizing a product — it was about translating architectural design into an emotional and cinematic experience. The result is a film that not only explains how Pi works, but also evokes how it feels to interact with it.”
 
 

 
Client: Kettal

Production: Santi Zoraidez Studio
Director: Santi Zoraidez

Music/sound design: Giovanni Dubini