Our launch campaign for Minor Figures' new Oat Lattes explores the comfort of staying home - a world that's messy, natural, comfortable and full of details. The tagline reframed the popular meme as an inviting world of bed rot renaissance and casual apartment splendor.
The photoshoot made use of various sets that gave us control to create the kind of light that just makes you want to stay in the comfort of your apartment all day. Art direction and props styling leaned into eye-spy games with lots of Minor Figures duck-themed easter eggs peppered into every shot.
