by FilmInk Staff
Chiaroscuro is both a creative response to Armadillo and a deeply personal work for Fraser – an ode to his wife, Jodie Fried, whose fastidious commitment to hand-crafted artistry, reverence for nature, and creative partnership with co-founder Sally Pottharst and Carla Cascales Alimbau shaped the collection.
Conceived as an invitation to create an artwork in film, it seeks to capture what it is to live in a state of Gaia – the interconnectedness of the natural, physical, and modern world, and the way art moves between them all.
Tenderly captured by Greig Fraser, the film carries the quiet power and visual lyricism that have defined his most celebrated projects. More than a brand film, Chiaroscuro stands as an artwork in its own right. Its abstract, poetic narrative traces the act of creation – from the first moment of inspiration, through refinement and contemplation, to the emergence of a physical form.
The imagery honours the craftspeople whose artistry begins with materials drawn from the organic environment, mirroring Armadillo’s philosophy of harmony with the natural world – from how their rugs are created to how they live in our homes. Fraser captures a vast visual landscape – from sweeping scenes of the natural world to moments of modern life – interwoven with the tactile presence of the Gaia rugs. Each frame carries his signature ability to balance scale and subtlety, rendering light as a storytelling element. Known for creating imagery that feels both cinematic and profoundly human, he moves fluidly between grandeur and detail, atmosphere and intimacy – here distilling those qualities into a work that speaks as much to connection and place as it does to design.
Fried and her team, working closely with Invisible North, sought a film that would transcend a product launch. The result is a poetic statement on craft, on the brand’s values, and on the animating principles behind their work in the design space.
Here’s a teaser
Director of Photography / Filmmaker
Greig Fraser
Creative Agency – Invisible North
Nariman Hamed: Executive Creative Director / Head of Film & Content
Kodi Najm: Executive Producer / Senior Creative Content Lead
Jacob Follini-Press: Creative Director / Copywriter
Lorin Askill: Editor
Tommy Petroskey: Trailer Editor
Andrew Sulzer-Goldstein: Account Director
Camera Crew – Barcelona
Pablo Rothchild
David Lozano
Additional Photography – Australia
Jack Birtles
Additional Footage
Spencer Frost
Edwin Haighton
Music & Sound
Q Department
Additional Footage
Artgrid
Camera & Processing
Blackmagic
Foto Kem
Fuji Film
