Overview
Artist and designer Yinka Ilori MBE collaborated with Dunelm, the UK's largest homeware retailer, on an exclusive 40-piece collection spanning textiles, furniture, home decor, and lighting. Inspired by the similarities between his London upbringing and Dunelm's origins at Leicester Market, the collection nods to shared heritage and the coming together of communities.
DO CULTURE was commissioned to create the main film assets for the campaign, built around a common thread: making joyful, standout design accessible to everyone – in a way they can make their own, weaving it into their individual style and space to continue the story at home.
Impact
- Amplified Dunelm and Yinka's partnership narrative across digital and social channels
- Showcased the collection and strengthened alignment between the two brands
- Provided a fresh visual identity for Dunelm's first collaboration with an artist
- Delivered key visual assets for use across social, paid ads, and Dunelm's website
- Created films for launch moment activations, engaging attendees
- Produced cross-posting content that engaged both brands' audiences
Our Approach
Our creative direction followed Yinka's inspiration behind the collection, moving from narrative to product shots and moments of Dunelm colleagues interacting with the pieces.
We opened with cinematic drone footage of Leicester's landmarks, building atmosphere as Yinka walks through the streets, bringing to life the city's textile industry, street art, and the energy of Leicester Market. The narrative then explores the synergies between his background and Dunelm's heritage, showing how his patterns draw from the city's diverse communities.
We shift pace to introduce the product on location, moving with key pieces to reveal shape, form, and texture. Authentic moments with Dunelm colleagues bring warmth and wellbeing to the film, connecting the collection to real people in an accessible, multicultural home environment. Architectural details from the location add a sense of nostalgia, reinforcing a narrative of thoughtful, design-led pieces at affordable prices.
The film closes with Yinka on location, delivering an honest, lighthearted conclusion that connects the audience to him and the collection on a personal level.
What we delivered:
- 0:60 campaign film featuring Leicester footage, products, narrative commentary, and product interaction moments
- 4x edits (15-120s) for web and social
- 12x edits (30s, 15s, 6s) for paid social across different aspect ratios
- 30-minute full feature interview with Yinka Ilori
- BTS clips bank
- Production: direction, on-site production management, filming, interviewing, and editing
Production team: Director, Producer, Cam Op, Interviewer, Editors
The Result
The film takes viewers on a journey through Leicester's streets and cultural landmarks before settling into the collection itself, mirroring Yinka's own creative process and grounding the products in the heritage that inspired them. The shift in pace, from energetic city footage to considered product detail, reflects the story of an idea taking shape into something tangible for the home.
By blending Yinka's personal narrative with authentic moments of Dunelm colleagues engaging with the collection, the film makes the case for design that's both meaningful and accessible.
Credits
Director/Cam Op: Oli Crossland
Producer: Dafs James
Interviewer/Movement Direction: Diya Okorie
Creative Direction: Nico Campanella
Editor: Oli Crossland
