Brand Video in Ho Chi Minh City for Diamond Furniture

Diamond Furniture is an independent retailer in Dublin. William designs the Will and Co range himself, and the showroom on Longmile Road has been named Furniture and Home Interiors Store of the Year four years running, plus National Retailer of the Year in 2024. William has a clear point of view, and he reinvests in his brand instead of chasing the next sale.

The brief on the second film was harder than the first. This one had to show what the furniture means once it leaves the showroom and ends up in people’s homes. We brought a producer, gaffer, AC and a handful of PAs to Dublin and worked alongside William’s team and Aoife, who styled the shoot and was endlessly patient with William through the whole process. With the homeowners on set we had over 25 people working each day across multiple Dublin houses.

William ran the finished film through the holiday season and it still plays in his showroom today. He tells us it changed how customers see the brand against the competition, and he counts the awards he has won since as part of the same story. Watching a client invest in creative work and see it pay back in awards and recognition is the part of this job we care most about.