IKEA's whimsical wellbeing
In a dreamy, kaleidoscopic commercial, Mother London and Alaska use the rollicking RÖNNINGE, playful PLUFSIG, and healing HEMMAHOS to show how IKEA allows jollity to lighten a woman's day.
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Credits
powered by
- Agency Mother/London
- Production Company Iconoclast UK
- Director Alaska
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Credits
powered by
- Agency Mother/London
- Production Company Iconoclast UK
- Director Alaska
- Production Service Solent Film
- Editor Paul Hardcastle
- Music Supervisor Arnold Hattingh
- Sound Sam Ashwell
- VFX NASH/Sao Paulo
- Color Grading Marla Colour Grading/Brazil
- Executive Producer Jean Mougin
- Executive Producer Guy Rolfe
- Producer Molly Pope
- Producer Adam Evans
- Production Designer Carol Emiliozi
- Production Designer Fer Guerrero
- DP Pierre de Kerchove
- VFX Supervisor Cirilo Bonazzi
- VFX Producer Flavia Gannam
- Colorist Fernando Lui
- Coordinator Leandro Basso Neto
Credits
powered by
- Agency Mother/London
- Production Company Iconoclast UK
- Director Alaska
- Production Service Solent Film
- Editor Paul Hardcastle
- Music Supervisor Arnold Hattingh
- Sound Sam Ashwell
- VFX NASH/Sao Paulo
- Color Grading Marla Colour Grading/Brazil
- Executive Producer Jean Mougin
- Executive Producer Guy Rolfe
- Producer Molly Pope
- Producer Adam Evans
- Production Designer Carol Emiliozi
- Production Designer Fer Guerrero
- DP Pierre de Kerchove
- VFX Supervisor Cirilo Bonazzi
- VFX Producer Flavia Gannam
- Colorist Fernando Lui
- Coordinator Leandro Basso Neto
With the aftereffects of lockdown blues still looming and many people finding the work/life balance a little off-kilter, there's no better time to be reminded of the healing powers of play, as demonstrated in this gorgeous spot for IKEA.
Opening with a mum surrounded by half-drunk coffees, reminders, and an overwhelming amount of phone messages, Let Play Unwind Your Mind soon turns into a kaleidoscope of whimsy; featuring RÖNNINGE tables stretching to infinity, PLUFSIG carpets as far as the eye can see and a HEMMAHOS hopscotch mat as the perfect landing spot.
Engagingly bringing to life Mother London's lovely creative concept, Iconoclast director Alaska uses both in-camera and VFX trickery to create an Alice In Wonderland-esque trip that brilliantly demonstrates the reward found in fun.
