Real life. Good products.

Project: Concept & Art direction
Client: IKEA Marketing & Communication

For this semi-documentary series, we wanted to show IKEA products as part of everyday life. The visual approach was natural and observational, allowing the people and their thoughts to share the spotlight with the products.

Film director: Karl-Johan Hjertström | IKEA
DOP: Ulf Gedin
FAD: Magnus Jälthammar
Production team: IKEA inhouse
Photographer: Emma Engquist
Copy: Christian Hultberg
Styling: Joseph Abbott | IKEA & Christina Breeze