When we think of IKEA, our minds immediately recall all-day outings involving hour-long bus rides to Red Hook, crowded model apartments and the endless howling of toddlers, which can only be assuaged with $1 cinnamon buns and reliable taxi services.
Mother and MPC Advertising, however, turned to the Seventeenth Century poetry of The Tempest to provide some context for this otherworldly spot highlighting the many benefits of their client’s bedding products.
Award-winning MJZ director Juan Cabral helmed the latest chapter in IKEA’s “Wonderful Everyday” campaign, which involved hanging beds from cranes for three days in Johannesburg. On the CGI component:
“MPC’s VFX team collaborated with Juan and Mother, creating detailed matte paintings, adding CG beds and embellishments and compositing elements including the NASA rocket and plume. “
We liked it, but then we’ve always been suckers for footage of dogs in awkward situations.
Partial credits and another spot in the series after the jump.
Credits
Agency: Mother
Agency Producer: Mother
Creatives: Mother
Production Company: MJZ
Director: Juan Cabral
Production Company Producer: Stephen Johnson
DOP: Eric Gautier
Editor: Neil Smith @ Work Post
VFX: MPC
VFX Producer: Julie Evans
2D Creative Director: Bill McNamara
VFX Shoot Supervisor: Jim Radford
Grade: MPC
Colourist: Jean-Clément Soret