Minimal makes a mini-me

Amid the brouhaha of big brands it’s nice to find a small-scale quirky little campaign, especially one promoting the creation of small-scale quirky little versions of oneself. 

Boutique production company Minimal teamed up with directing duo Spaceship Town on this cutely comic spot for a small independent craft and consignment shop in Evanston, Illinois called Nice Lena & Friends, who offer the niche, but admittedly useful service of manufacturing a Friend on A Shelf. 

The film stars one half of Spacehip Town, Stirling McLaughlin, who also shot the film in his bedroom, bathroom, and the alley behind his house in Evanston, while the other half of duo, Wilder Konschak, handled post-production from his home in San Pedro, California.