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 reflect the season of the year and at the same time integrate the unpronounceable names of the Swedish furniture.

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

APPROACH

APPROACH

APPROACH

APPROACH

APPROACH

05
07
06
Packshoot

FINAL PACK SHOOT

Final Pack Shoot

Final Pack Shoot

FINAL PACK SHOOT

For the final Shoot pack where IKEA products are shown, we start from the isometric grid. We built a "semi-realistic" room that complies with the premise of focusing attention on the central axis, but at the same time creates space and different perspectives.

SEASONAL OBJECTS

Final Pack Shoot

Final Pack Shoot

SEASONAL OBJECTS

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

Clouds

AUTUMN COMMERCIALS

AUTUNM COMMERCIALS

AUTUNM COMMERCIALS

AUTUNM 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