The Purrfeto advertising film moves through a home with two distinct moods: a green living room with a blue-and-timber kitchen beyond it, and a pink bedroom shaped by soft upholstery and warm bedside light. Set Craft’s production design and art direction bring these spaces together through colour, rounded forms and small domestic details.
Design intention: a home with a playful character
The film’s feline gestures sit within a recognisable domestic world. A sofa, an armchair and a bed become settings for different moments of rest and play. The environment holds a clear identity across those changes, with soft surfaces and familiar objects surrounding the performance.
The design story is in those relationships: cool greens beside warm timber tones, curved seating against straight cabinetry, and small decorative objects within an otherwise ordered bedroom composition.
Living room and kitchen: depth through colour
The living-room frame places the green sofa close to the camera while the kitchen remains visible behind it. Blue cabinet fronts, timber-toned inserts and light wall surfaces divide the background into a readable arrangement. Mustard cushions introduce warmth near the performer, connecting the seating area to the warmer tones further into the room.
Plants soften the transition between spaces. Open shelves and countertop objects add domestic character without needing to dominate the frame. This layered view makes the interior legible in a single shot: seating in front, an opening through the middle, and a working kitchen beyond.
Bedroom set design: symmetry and softer surfaces
In the bedroom, paired lamps and bedside units frame a broad upholstered headboard. The vertical panels establish a measured rhythm; pink walls and patterned cushions soften it. Pale bedding gives the foreground a quieter surface against the deeper wall colour.
The small objects bring a more playful note. A snail ornament and flowers sit on one side; a yellow sculptural object and a small owl-shaped piece sit on the other. Their different silhouettes interrupt the symmetry gently, allowing the room to feel inhabited rather than identical on both sides.
Curves, props and the closer frame
The pink armchair carries the warmer palette into a smaller seating moment. Its rounded back and nearby circular table contrast with the straighter lines of the room. In closer shots, the chair becomes both a colour field and a recognisable piece of the environment.
The angled bedroom frame extends the story beyond the headboard. A desk, chair, framed artwork and practical lamp give the background its own depth. These elements remain readable while the performer and cat occupy the foreground.
Project details
Brand: Purrfeto
Production design & art direction: Set Craft
Production designer: Gautam Kumar
Project type: Advertising film
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Set Craft is a Mumbai-based production design and art direction studio creating visual environments for advertising films and branded content. Share your brief, location and timeline, or email contact@setcraft.in.
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