MCANN agency wanted to create a video about the IKEA family club, showing some of the benefits that their users enjoy while being part of this club. This is an explicatory video that shows those benefits with metaphorical and conceptual visuals.
My challenge was to create stereotypes without making something too cliché, due to the emplacement of the video, the Ikea shops. People will have to understand quickly what the visuals are showing without sound. Some of those ideas were; a cake that doesn't look like a cake, a workshop that is hidden in a drawer or a tree that comes out of a tray.
DIRECTION & CONCEPT / Tessa Dóniga / PRODUCTION / Bosalay /
AGENCY / MRM MCCANN
ART DIRECTOR / Aitana Gago /
DOP / Iván Caso /
DIRECTOR ASSISTANT / David Altamirano / SOUND DESIGN & MUSIC / Aimar Molero /
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