Here to Stay

Some things in life you will keep forever

In a world dominated by constant change and speed, at Kave we believe that a true home is made from connections and experiences that are built little by little. That's why we create objects and furniture designed to accompany you throughout your life, which over time become a part of you.

Discover our point of view

This campaign is designed as a way to revive our understanding of home.

We wanted to convey the idea that home is not a place you just pass through, but a place where you want to stay. Because there we feel good, safe and relaxed. We can be ourselves there. And that doesn't happen immediately, or by chance. It takes time to build a home – through relationships, experiences and objects that remain.

The campaign is aimed precisely at this durability. In a world that is constantly changing, where almost everything is replaced quickly, we choose to talk about what lasts. About what remains. About furniture and objects that follow us, change with us, represent us, tell our story and ultimately give us a sense of belonging

With an iconic, dreamy visual direction and a metaphorical approach, we show that a house is not a fixed structure, but a sum of all the elements that we feel as our own. Not because of their shape, but because of their importance. Not because of their price, but because of what they mean and represent to us.

Showing what disappears and what remains, the campaign highlights what it really means to build a home: something that the winds of time cannot blow away. An allegory against passing trends, rapid consumption of furniture and global homogenization.

Behind the campaign

Showing the objects as floating was not just a metaphor: it was a technical decision. Behind the ad is a precise and complex production, designed to capture what remains. And what doesn't stay.

We wanted every decision to reveal who we are. That's why we chose a location connected to our roots: a wheat field in Ametlla del Vallès, which served as a wartime airport for the Republican government between 1937 and 1938. A landscape filled with memories, where we can talk about what lasts

The protagonist of the ad is Alba Moreira from the Blow Models agency, whose appearance fits our Mediterranean imaginary. Her role required more than mere interpretation: her dance training allowed her to move gracefully, as if floating in weightlessness. The way to create a visual language that we envisioned from the very beginning.

To bring the metaphor to life, the objects were suspended in the air by means of various truss structures suspended from three cranes, which were later removed in post-production. The scenes were shot with a camera that moved across the platforms, along with traveling shots and aerial shots taken with a drone. El Ranchito is in charge of post-production and visual effects, stripping down all the technical elements and finally building that elegant, floating visual atmosphere. The little white house that appears in the last frame is completely 3D generated.

Another key moment in the filming was the house of our star. The ad was filmed in two different locations: one outside and one inside. For the outdoor location, we built an ad-hoc set: a small open house in the countryside, with two right-angled walls that allow direct access to the wheat field. For the interior scenes, we found a real house whose structure and layout were as similar as possible to the fictitious set, thus ensuring visual continuity between both spaces.