Project Breakdown

We were tasked by viral marketing agency Butterbar to create a old and new kitchen for an ad campaign for SoFi.


Behind the Scenes

Taking almost three months of planning, as well as bringing the entire ensemble from Melbourne, Australia, to San Francisco for filming, we created a tiny miniature diorama that was made with as authentic materials as possible. We cut and hand stained real floorboards, buffed out table corners to make the old kitchen feel lived-in, as well as installed tiny marble benchtops.


Over 3.5 million views

The Facebook campaign for the video was a huge success, hitting 3.5 million views in a fortnight, as well as being aired during the NBA playoffs. It was featured in this great writeup by Adweek.


Client: SoFi
Director of Content and Social: Christine Zalocha
Agency: Butterbar
Creative Director: Karen X Cheng
Director, Producer: Emily Yau
1st AD: Carlos Martinez
Director of Photography: Ricardo Diaz
1st AC: Jonathan Bowerbank
Editor: Ryan McDowell
Media Strategy: Stephanie Benjamin
Art Director: Jannette Le
Art Director Assist: Michael Mack
Hand Model: Anthony Puah
Gaffer: Vanessa Woo
Grip: Lance Gegner
BTS videographers: Ryan McDowell and Cole Winokur