This Homeware Brand’s New Short Is a Truly Strange Tale of Cyborgs and Plastic Home Fittings

Buster + Punch wants you to bow to your robot overlords

Model Cajsa Wessberg stars in the new short. - Credit by YouTube: Buster + Punch
Headshot of Angela Natividad

London-based home fashion label Buster + Punch’s first film campaign follows two motorbike-riding female cyborgs—Buster and Punch—who’ve come from the future to eliminate plastic home fittings, coolly replacing them with solid metal units that hold their own against flamethrowers, never mind the test of time.

The film “Switch Up” spools out to a bespoke track written by brand founder and creative director Massimo Buster Minale and rapped by female grime artist Ms Banks. It features supermodel Cajsa Wessberg as Buster and dancer Bianca Traum as Punch.

It’s a refreshing positioning among homeware brands, whose advertising is so often limited to Scandinavian-inspired minimalist interiors.

The film feels more like a music video. Its spirit is nearly as compelling as the first Bladerunner film, in which glossy futuristic “humans” behave just differently enough to betray their ethereal cyborg origins.


Buster + Punch is a young brand. Since its launch in 2012, it’s actively collaborated with fashion designers, musicians, graffiti artists and chefs. In addition to selling metal light fixtures and cool furniture, it builds custom motorbikes—something Ikea probably isn’t going to jump on anytime soon.

“Switch Up” is a surprisingly coherent manifestation of that rich creative soil. In it, the brand mashes up the diverse subcultures it caters to and creates something uniquely its own.

And while the notion that our artificial overlords have traveled through time just to replace tawdry plastic light fixtures is ludicrous, the premise also feels ironically plausible: We’re living in times where our government is the last industrialized force left that isn’t just debating climate change—it’s denying our role in it.

“‘Switch Up’ tells our story in an unconventional and exciting way and cements us as the ‘black sheep’ of interiors,” boasts Minale. “We recruited the best young talent in film, music and fashion today to make a short film and music track that tells the story of where we come from, what we love to do and who Buster + Punch really are.”

The film came out on YouTube and busterandpunch.com on May 8. And if you dig Ms Banks, the “Switch Up” track is available on Spotify, Soundcloud and iTunes.

CREDITS
Director: Robin T Peters / @tumpum
Production: Nils Ringmar/ @nilsringmar & A Little Nation @alittlenation
Punch: Cajsa Wessberg/ @cajsawessberg
Buster: Bianca Traum / @biancatraum
Soundtrack Ms. Banks / @msbanks94 & Orphee Noah / @orpheenoah
Costume: Amanda Balire
Make-up: Jessah Amarante / @thebeautymaiden
DOP: Marcus Dineen


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@luckthelady angela.natividad@gmail.com Angela Natividad is a frequent contributor to Adweek's creativity blog, AdFreak. She is also the author of Generation Creation and co-founder of Hurrah, an esports agency. She lives in Paris and when she isn't writing, she can be found picking food off your plate.
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