In the blink of an eye

Client: Augnablik
Project: Online Promo

The Brief

Augnablik, a pop-up cafe-come-gallery named after an Icelandic word meaning ‘in the blink of an eye’, needed a video to introduce themselves to the world, and to gain some much needed foot traffic during their four month stint on Hindley Street. With a vibe that’s unlike anything most patrons have encountered, we sought to convey a foreign yet familiar experience which would turn website visitors into in-store customers during Adelaide’s competitive Mad March season.

The Concept

Inspired by their motto, ‘come in and say goodbye’, we showcased the coming together of food, culture and art in a hybrid retail space, taking inspiration from the minimal Scandinavian aesthetic as well as vintage BBC educational videos to give that distinct, matter-of-fact charm. Layering the accented voiceover of Sigurros—one of Augnablik’s owners—against music reminiscent of a lazy Sunday morning, with visuals combining muted pastels, unconventional framing and offbeat editing, Red Fox Films created a fleeting glimpse into the creative world of Augnablik. We filmed a large number of scenes during the one day shoot, so that we could pick and choose what worked best in the edit.

The Result

This film was shared on Facebook using publishing tools for optimum targeting and eventually became the focal point of the client’s website, proving instrumental in the successful sale of Augnablik.