MRM / McCann contacted us to carry out the annual TV campaign for IKEA. A series of short TV ads (5") to promote what's new in stores for each season: Autumn, Winter, and Spring. They are based on popular sayings that represents the season of the year and at the same time integrate the unpronounceable names of Swedish furniture.

Our minimalist and modern approach follows the visual keys of IKEA. We focused all the attention on the transformations and the products promoted.

APPROACH

05
07
06
Packshoot

FINAL PACK SHOOT

FINAL PACK SHOOT

For the final Shoot pack where IKEA products are shown, we started with an isometric grid. We built a "semi-realistic" room that complied with the premise of focusing attention on the central axis. And at the same time, we created space and different perspectives.

SEASONAL OBJECTS

SEASONAL OBJECTS

The objects were initially Origami elements on paper, but as the proposal progressed they evolved towards more sophisticated and abstract forms.

Clouds

AUTUMN COMMERCIALS

AUTUMN COMMERCIALS

CREDITS

☺︎ Agency → MRM / McCann ☺︎ Creative Direction → Enrique Moreno ☺︎ Production → Alejandra Sierra ☺︎ Client → IKEA

☺︎ St—Coppel → Design & Film direction ☺︎ Nuria Grajal → Producer ☺︎ Maaambo → 3D Modelling, Animation & Composition ☺︎ Pipe Camara → 3D modeling ☺︎ Carlillos → 3D Design Assistant

☺︎ Nuria Grajal & Hoter → Voice Over ☺︎ La Panadería → Mix Effects ☺︎ Pablo Parsser & OEO → Music

ARCHIVE DATE

 01527—2018