Case study 06 / 07
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This is not a rug. It's a woman's story, woven into your home.
01 The story
In the High Atlas Mountains, women have been weaving stories for centuries.
Each motif is a language, each colour a tribe, each rug a life. Passed from grandmother to mother to daughter: learned at six, still woven at ninety. One piece takes five months and is made to last generations. The film had to make people feel that before they ever see a price.
This is not a rug. This is a woman's story, woven into your home.
02 Visual language
A grey world. The moment a rug appears, colour explodes into frame.
Monochrome world
Architecture, landscapes and interiors live in warm grey tones.
Colour is the product
Terracotta, deep red, saffron, ivory and forest green, pulled straight from real rugs.
Hands, not faces
The weavers are implied through abstract hand shapes, never literal characters.
Texture everywhere
Cut-paper shapes with a grain overlay for warmth and an analogue feel.
03 Motion language
Slow and deliberate, nothing snappy or commercial.
Woven in real time
Patterns grow on screen with stroke reveals, as if they're being woven.
Texture transitions
A weave pattern wipes from one scene to the next.
Quiet type
A thin, wide-spaced handwritten line, lowercase where possible.
04 The call to action
From the mountains to your living room, then: back us on Kickstarter.
The film ends on the MoRUGcan logo and the Kickstarter call to action, the moment the story turns into support.