Film Brings 25hours Hotels Brand to Life Over 25 Hours

Today sees the launch of ‘25hours in 25 hours’, a new film by design and film studio From Form & production company HALAL. Briefed to create a brand film that would communicate 25hours Hotels’ unconventional mix of contemporary services as a social hub, they partnered with From Form (Jurjen Versteeg and Ashley Govers) to bring to life their brand message in a dynamic, surprising and fun way.

Crafting a short film that would be representative of the diversity of the 25hours Hotels, share their story whilst visually be a reflection of their brand identity, From Form generated the idea of using 25 hours, literally, as the foundation of the film. Developing different styles, such as mixing animation, stop motion and real-life footage, and giving each hour and time of day a tempo and energy highlighting the time of day referred to, the film pushes the boundaries between reality and surreal. Each element of the 25 hours is a symbol of aspects important to the brand. Added up, the 25 components utilize expressions in craft and style to mirror a film that is as dynamic and diverse as the 25hours Hotels.

In addition to directing the spot, From Form was also in charge of the art direction – and crafted multiple props themselves from scratch. In that way, they could make sure the film would be filled with 25hours references and symbols – hidden messages for their target audience to share their brand story in a more interactive manner. 

Bruno Marti, Chief Brand Officer, 25hours Hotel Company: “25hours has commissioned several films for different target groups over the years. Thanks to From Form, for the first time we have chosen a mixed technique approach and are more than happy with the result. The film showcases the variety of the 25hours brand and displays playfully our main initiatives.”

From Form adds: “This project was a fun challenge for us, as it fuelled us to push ourselves to divide different stylistic languages and styles into one coherent landscape. We took a different approach to each shot, constantly changing the perspective on how to approach each scene in terms of set-design, techniques, light etc. We focused on creating an atmosphere and energy that would communicate who they are: surprising, never boring and diverse.”