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LMT Biznesam · campaign · 2026

Nesēdi uz
visiem krēsliem

A Latvian idiom about doing too many jobs at once, built as a tower of chairs that had to stand.

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Year
2026
Role
Creative direction
What
Campaign, film and key visual
Line
Izvēlies stabilu IT partneri

The idea

Latvian has a phrase for taking on too many jobs at once: sitting on several chairs. Small business owners do it every day. The bookkeeping, the IT, all the work that isn't the thing they started the company for.

So the chairs became a tower, with the owner balanced on top. Nesēdi uz visiem krēsliem. Izvēlies stabilu IT partneri. Don't sit on all the chairs. Choose a stable IT partner.

A bearded man in a navy blazer sits on an office chair at the top of a tall stack of about ten mismatched chairs, against plain white.
The final image. No visible rigging.
A column of about twelve stacked, interlocked chairs of different styles on a grey floor against a light-grey wall, with no person. The identical chair tower, now with a smiling man in a dark suit generated in, sitting on the top chair with his legs dangling.
The reference, no person yet. Then the same frame with the figure generated in.

01

Composition first

A reference image of a chair stack came first. The man on top was generated into that exact frame, same chairs, same wall, same crop. The composition got agreed while it was still cheap to change.

The chair stack in a studio, suspended and tied with bright green cord to a chain hoist and guy-wires, softboxes and a white cyclorama around it. Wider studio view: the rigged tower hanging mid-frame with green tie-downs, a blue scissor lift, dolly track and a crew member looking up.
Everything that holds it up, still attached. Scissor lift, dolly track, one person looking up.

02

Then a real tower

Roughly ten mismatched chairs, stacked for real in a studio and held up with bright green cord, guy-wires and a chain hoist off the ceiling truss. None of it survives into the final frame.

03

A small crew, a long day

Two crew members in a daylit loft studio, one behind a monitor with a follow-focus, one behind a cinema camera, both looking up.
Both looking up, which is where the tower is. Then four and a half minutes of stacking chairs until they stop falling over.

The result

Two films came out of the day: the campaign spot and a making-of. The AI image solved the cheap question - does the composition work? The studio solved the expensive one - can we make it real? The making-of exists because the answer was yes.

The film.
The making-of.

Credits

Agency — WRONG Digital
Creative Director — Oskars Cirsis
Director, Copywriter — Matīss Kļaviņš
DOP — Jurģis Kmins
Producer — Laura Skušķe
Project Manager — Elza Goba
Photographer — Krists Luhaers
Art Department — Aksels Millers
Post production — Shade Studio
Next case Through the roof roofing tools, a film, a car with no body