27 Lug.2022
By: fabjan-mehilli
“The Dream Factory”, Arrital’s Brand Movie.

Milan Design Week: great success for the première of “The Dream Factory”, Arrital’s Brand Movie.

During the Salone Del Mobile.Milano 2022, Arrital presented The Dream Factory, the brand movie directed by Lorenzo Cassol and produced by Kublai Film, by a Claim Brand Industry subject. The film exclusively premiered on June 8 during an event reserved for the most important stakeholders at the Cinema Anteo in Milano Citylife.

The Dream Factory narrates the “Hero’s Journey” of four different protagonists whose lives intertwine, moving between the past and the present, forming a single mosaic which clarifies and enhances each path in life, whether individually or collectively.

All the protagonists share a common, human desire to realise their dream. Each one represents a target cultural and social group and the brand’s values at the same time. Two men and two women, whose parallel lives interact with one another revealing their personalities, dreams, ambitions, struggles, style and search for personal fulfilment.

Four independent narrative lines which intertwine and intersect with one other in the course of the screenplay, leading to a common ending. Within the key points of each story, the kitchen takes centre stage with the multiple roles of set design, narrative element, protagonist and ultimate prize. The four lines also exist independently, allowing the film to be used in both long and shorter cuts, so that the film can be multiplied both in time and across all the communication touchpoints.

The Dream Factory is part of a new communication concept for the company: Cinema as a metalanguage of the brand. The intention in the coming months is to structure a multiple editorial programming and cross-channel campaign around the language of film, that succeeds in connecting the sense of the operation with the values, the history of the brand and its vision.