It's no secret that we love a good before and after. A recent ad for financial startup SoFi walks us through a kitchen renovation—on a smaller scale than even we are normally used to.
In the 90 second video, a hand flips on a tiny light switch and gets to demoing, stripping the wallpaper, taking off the counters, and removing the cabinet doors with a minuscule screwdriver. Then, it's in with the new: painting with an adorably small roller, setting in the new counter, laying the hardwood floor.
A product of viral marketing agency Butterbar, the team tapped architect and model enthusiast Jannette Le to build the tiny set and then renovate it. There's even a behind the scenes making of video with more details, including how painstaking all the little touches were. Le, who was also the art director on the video, tells Adweek:
"All of the floorboards were individually stained and laid. Cabinetry and furniture were hand-carved and then buffed and scratched to look worn. The marble countertops were hand-painted. We tried to use as many true-to-life materials as possible, to make it as realistic, so the doors are made a real wood, we used real wallpapering glue so that the peeling appeared authentic, and the floors were really made of vinyl."
The spot took three days to film, and you can see a little more on how they did it in the video above.