Naive, a well-known gourmet chocolate brand in Lithuania, has launched a new campaign film that feels more in keeping with arthouse cinema than your average chocolate ad.

Titled Sense of Place, the film was shot in the actual location of Naive’s chocolate workshop in eastern Lithuania, which provided rising Vilnius-based director Mija Kembre with inspiration for the bucolic scenes that course throughout the film. And yet even though it is rooted in a real environment, Kembre has managed to create an otherworldly feel.

“The moment I arrived, I was immediately reminded of [Hayao] Miyazaki’s Spirited Away, particularly the scene where the protagonist enters the mysterious bathhouse. The connection to Spirited Away comes from its dreamlike, immersive quality – an environment that exists between reality and fantasy,” the director explains.

“In Miyazaki’s film, Chihiro steps into an unfamiliar yet strangely familiar world, one that operates on its own hidden logic, filled with rich sensory details and an underlying sense of magic. Similarly, in the Naive chocolate factory, I wanted to capture an atmosphere that is difficult to put into words, avoiding an imposed narrative that might distract from the fact that this place is meant to be felt rather than simply understood.”

This plays out literally, as the film features no dialogue. It creates space for the ambient sounds of nature and machinery to come through, reflecting the quiet thrum of the workshop that she encountered during the shoot.

“While filming, we left room for the unexpected, as the factory we were shooting in was still operating, requiring us to adapt to its rhythm. This openness led to incredible, unscripted moments – like encountering deer in the surroundings or meeting an elderly woman eager to show us her stunning flower garden. These surprises not only enriched our visuals but also deepened our appreciation for the beauty of this place, making the experience even more unforgettable.”

As Kembre’s first project for a brand, the film sets out a distinctive path for her as a commercial director.

Credits:
Director: Mija Kembre
DOP: Nojus Drąsutis
Editor: Antanas Skridaila
Colorist: Justinas Vencius
Sound Design: Pete & Wolf