made for more.

Our friends at ModOp came to us with a concept for Big Fig Mattress that we couldn’t resist: dynamically dress a raw studio space with minimalistic rooms—while making it clear we’re in a studio. A playful wink to the audience? Yes, please.

We knew just the place to pull it off: The Pine Box Studios in Delaware. The flexible space and grid allowed us to light multiple sets at once, and their decorative drapes helped us transform the stage.

Production Design team Tim Stevens and Jamie Scott brought ModOp’s Todd Taylor’s designs to life, while Format’s Nic Reader co-directed with Taylor and helped fine-tune every frame’s detail.

We built three distinct “rooms” across the studio floor and redressed one mid-shoot for a total of four unique looks. Our lead talent Benjamin Sheedy nailed the role of our spokesperson, delivering a narration that’s equal parts fun and informative. Format’s own Andrew Kunkle put on the finishing color grade to make it shine.