Video Crafting & Editing

CRAFFT wanted a film that markets its refrigerator as an appliance built to last for years, not one more feature list.

The refrigerator door is where a family keeps its memories: photos, souvenir magnets, an ultrasound, a graduation picture. I built the film around that door.

It opens in the past and moves forward to the present. The same CRAFFT refrigerator stands in the kitchen through a wedding, a trip to Istanbul, a pregnancy, a graduation and a family holiday in Dubai, so the durability message comes from the story itself.

The film was developed from the concept through to the final edit.

To keep the same family recognisable as they age, I made character sheets (face, front and back views) for each era and fixed empty master locations before generating any scene. Every memory became a magnet designed as a prop, so each moment leaves a visible object on the door.

Scenes were generated and animated with Magnific, ChatGPT Images, Seedance and Kling. I prepared images in Photoshop, edited the film in Premiere Pro and built the motion graphics in After Effects.

Reference sheets locked each character’s face and clothing before animation, for the wedding era and for the present day.

Empty locations were generated first, so each scene was built inside the same space and the refrigerator stayed in the same place.

Each memory was designed as a physical object that gets attached to the refrigerator door.

Published on CRAFFT’s Instagram and Facebook pages.