Amirah Tajdi lays the table for Habitat
Director Amirah Tajdi explores the power of small change in RadicalMedia’s new work for Habitat.
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Habitat has released a new work directed by Amirah Tajdi and produced by RadicalMedia, developed in collaboration with agency Drum as part of the brand’s partnership with Pinterest. The film is built around the idea that subtle, thoughtful changes can quietly shift the way people live.
“The core idea I connected to was small change - how something subtle can shift the way we live.” The film centres on a table, treating it not as a hero product but as a living space where relationships, rituals and moments naturally unfold.
“So much of life happens around a table. I love hosting and bringing friends and family together, and it felt like a natural and playful way to explore growth - how layers build and how small additions can completely transform a moment.”
Told through a warm, lightly humorous mother-daughter dynamic, the story reflects generational expectations and the quiet surprises that come from seeing one another differently. The tone leans into joy, warmth and a gentle sense of play.
Credits
View on- Agency DRUM/London
- Production Company RadicalMedia/London
- Director Amirah Tajdin
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Credits
View on- Agency DRUM/London
- Production Company RadicalMedia/London
- Director Amirah Tajdin
- Managing Director/Executive Producer Ben Schneider
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency DRUM/London
- Production Company RadicalMedia/London
- Director Amirah Tajdin
- Managing Director/Executive Producer Ben Schneider
“Given the wider climate of the world, it felt important to remind ourselves that design and storytelling can be joyful. We sometimes forget to let things be fun.” Visually, the film embraces a tactile, lived-in sensibility, allowing Habitat’s objects to exist naturally within the world rather than feeling overtly styled or performative.
“Objects carry memory, habit and emotion. They are not there to perform, they are used, loved and lived with. Treating the product as part of the rhythm of the home made the integration feel intuitive and emotional.”
The project allowed Tajdi to lean fully into her directorial voice, focusing on world-building and character while honouring Habitat’s warmth and accessibility. “World-building is a big part of my signature as a director. That approach allowed the brand to exist naturally within the world, rather than sitting on top of it.”
The result is a playful, human and emotionally grounded short film commercial that positions Habitat as part of the everyday moments where people gather, share and live together.
