Flynnside Out offers up a quick, behind-the-scenes look at the studio set design of an HGTV HOME editorial and video campaign.
Produced, written and directed by Brian Patrick Flynn with photography by Robert Peterson
I have a Monica closet in each and every room of my house. If you don’t know what a Monica closet is, most likely you were not a Friends-obsessed child of the 1990s. So, what the hell is a Monica closet? It’s a super messy concealed spot in the house jam-packed with stuff you don’t know what to do with and can’t throw away, a term made popular by a Friends episode titled The One with the Secret Closet. The situation is this: super controlling neat-freak Monica (Courteney Cox) has a mysterious closet which no one is allowed to open, ever. Convinced she’s got a lock on it to hide the dead body of her AWOL ex-boyfriend Richard (Tom Selleck), Monica’s curious husband Chandler (Matthew Perry) removes its hinges and takes off the door only to discover a completely chaotic space packed with disorganized junk, proving that OCD neat freaks need some outlet for losing control. So there you have it: the Monica closet.
What the hell does this have to do with interior design? Well, the fact that nine times out of 10, I’ll finish a room to its own camera-ready perfection, but the moment you open a hall closet or a cabinet door, it’s likely that a bunch of stuff is just gonna fall out and embarrass all parties involved. After all, I’m a self-taught interior designer, not a licensed organizer or a certified hoarding interventionist. And this, my friends, is why studio sets are dream projects for designers; there’s no “stuff” to deal with because there’s no actual home where actual humans with actual things with actual invaluable sentiment live. Hell, it’s like Christmas, man!
In September, 2013, Flynnside Out started working with the folks at HGTV HOME (the mega-network’s line of wallet-friendly consumer products ranging from fabric, wallcovering and furniture to lighting, plants and gardening equipment) with the goal of bringing their ideas to life in the form of full-page magazine ads and dreamy video spots. To make it all happen, we set up shop in a downtown Atlanta studio with one full day of shooting and three full days of pre-production and set buildouts. From creating a styling station to building false walls and looking at renderings on iPhones, here’s a look at all that goes into setting up a studio shoot. Now excuse me while I go pack another random estate sale find into my Monica closet.
And here, at the tail end of this post, I leave you with THIS to check out one of the video spots we did. So, where the hell are the images of the finished studio sets? Well, for the sake of increasing web traffic to this here blog and therefore gaining popularity on the Internet, I’ve broken each setup into its own individual post. Hey, not fair, right? Sorry kids; life isn’t fair. Hey, look, here I am on Instagram, so cool!