The Fold gives every home a hobby

It's always nice to have a 'how did they do that' moment in a spot, but with The Fold's latest for American retailer Hobby Lobby, the duration is basically made up of brilliantly befuddling camerawork.

Developed by creative studio The Fold and director Benji Allred, House Numbers employs a number of cracking camera techniques that take the viewer on an ever-building flow through craft-fuelled interiors.

With a nice pre-vis showing how the magic was achieved [below], this charming ad makes the most of innovative, practical cinematography.