The team at a Long Eaton furniture design studio are seeing double after being upholstered as animated characters in a new television advert.
The five designers at DFS’ Bridge Mills office, on Derby Road, are featured in a new advertising campaign which goes behind the scenes to show how the company creates its collections.
Each member of the team has been made into an upholstered handmade character by Aardman Animations, the company behind much-loved films such as Wallace and Gromit.
DFS’ director of design Philip Watkin said: “I’m really excited to be in the new advert with my colleagues. I’ve worked with the design team for 14 years, and while I’ve created plenty of things in that time, this is the first time I’ve tried my hand at acting.
“I absolutely love my character, the attention to detail is amazing and I can really see similarities to myself.”
He added: “They’ve also done a fantastic job of capturing how the design studio looks and showcasing the inspiration that we use to form the style and shape of the sofas we create.”
Furniture designer Kate Oldfield, who joined the company last year and is the lead character in the advert, said: “Aardman has really captured the mood of the design studio on the run-up to launching our seasonal collections – it’s a very busy time but there’s a real buzz as we work hard to ensure we forecast upcoming trends and keep designs relevant.
“It was strange hearing my voice on the advert for the first time, they’ve really managed to show what a day in the life of a DFS designer is like and the role we play in creating the design and style of the sofas you see in our stores.”
The lifelike models and miniature sofas, constructed out of metal and fabrics each took five weeks to make, mirroring DFS’ own commitment to design and manufacturing techniques.
Aardman creative director Steve Harding-Hill said: “We used stop frame animation to create an authentic handcrafted world that would reinforce the handcrafted nature of each DFS sofa built.
“It’s been such a joy to work with the truly talented folk at DFS, who put so much attention to detail into the products that they create, very much like we do with the characters and storytelling in our productions.”
The adverts are promoting the spring collection sofas, and a range of special deals available now in stores across the country.