The creative challenge was to make a highly customizable product feel simple and easy to understand. Instead of explaining every option, the commercial lets the visuals do the work. Different exterior finishes, glazing options, door layouts, feature walls, and lighting choices appear throughout the film. As each configuration changes, the core message remains the same: you are creating a sauna designed for your space.
Product accuracy was also a major part of the AI commercial production process. Because NorMod is a real configurable product, each visual needed to reflect options Backcountry Recreation actually offers. Therefore, exterior treatments, windows, doors, glazing, interior materials, and feature walls were carefully refined. I combined generative AI with editing, compositing, sound design, and final post-production to bring the piece together. Ultimately, the campaign comes back to one simple idea: One sauna. 144 ways to make it yours.
NorMod 001© – Modular Outdoor Sauna System
View the NorMod 001© – Modular Outdoor Sauna System at Backcountry Recreation