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2AM’s Joe Roberts Directs New Campaign For Dunelm

27 September 2018

2AM’s Joe Roberts directs a new TVC campaign for homewares brand Dunelm, which launches this week.

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The 30 second commercials feature real Dunelm customers, in their own homes, discussing their respective styles in a frank, honest and often amusing fashion. The films have a beautifully cinematic documentary / portraiture style.


Filmed in Sheffield and Hertfordshire, the cast were found after an extensive street casting process across the UK.

Credits Client/Product: Dunelm
Title: Home of Homes

Agency: Mullen Lowe
Executive Creative Director: Mark Elwood
Creative Director: Laura Farmer
Senior Creative: Bronwyn Sweeny
Senior Producer: Claire Toms
Junior Producer: Katie Colhoun

Production Company: 2AM
Director: Joe Roberts
Executive Producer: Nick Crabb / Aly Moffat
Producer: Alice Morris
Production Manager: Gareth Crothers

DOP: Karl Poyzer

Editor: James Forbes-Robertson @ White House Post
Post Production: MPC
Colourist: Kai Van Beers @ MPC
Sound: Ben Gulvin @ 750