The campaign focuses on promoting the new Jurček neighborhood, which is designed according to biophilic principles. The neighborhood represents a harmony between modern living and nature, creating a unique living space where abundant greenery not only adds aesthetic value but also reduces stress and promotes both mental and physical well-being.

This is, in essence, a neighborhood that doesn’t even need an “advertisement.” Their creative starting point was: how do you shoot a commercial for something that doesn’t need one?

Together with the agency Nostos, they developed a concept of meta “anti-commercials” that show what happens just before filming — during rehearsals, in conversations with the director… Each time, Edo Murić comes to the same conclusion: “Why are we even complicating? This neighborhood is great, and it’s enough just to say that.”

They took the meta concept so far that the actual production crew — from the director to the set designer and lighting technicians — appear in the ads themselves.

1st AD Director: Sanja Raičević / Production Manager: Nika Sretenović / Gaffer: Aleks Vuga / Light: Vid Uršič / 1st AC: Alex Delay / Boom Operator: Peter Žnidaršič Pero / DIT: Mitja Velkavrh / Makeup & Hair: Tina Urekar / Production Assistant: Blaž Hojžar Božo / Editor: Mitja Velkavrh / Sound and color grade: Mitja Velkavrh