A flying robot stars in new Ikea ad from Encyclopedia Pictura director Daren Rabinovitch

Date
12 November 2015

Ad agency Mother London and Encyclopedia Pictura director Daren Rabinovitch have created this new ad for Ikea as part of its Wonderful Everyday campaign. Staged in a fantastical and animated universe, a robot, a bird and a bat meander through the bizarre world on a quest to teach the robot how to fly through the clouds. At the end it’s revealed to be the make-believe world of two kids and their dad, and it’s a fun and imaginative tribute to playtime.

Teaming up with production company Strange Beast, the sets, handmade costumes and prosthetics are simply amazing and mimic the classic Encyclopedia Pictura style. “The warmth generated by the visible touch of an artist’s hand on every part is what attracts me to real costumes and matte painting vs. pure computer animation,” explains director Daren. “The world was inspired by fantasy illustrations, sci-fi covers, psychedelic visionary paintings, animation, fantasy films, and kid’s books of all kinds.”

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Mother London: Ikea – Come home to Play (still)

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Mother London: Ikea – Come home to Play (still)

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Mother London: Ikea – Come home to Play (still)

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Mother London: Ikea – Come home to Play (still)

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About the Author

Rebecca Fulleylove

Rebecca Fulleylove is a freelance writer and editor specialising in art, design and culture. She is also senior writer at Creative Review, having previously worked at Elephant, Google Arts & Culture, and It’s Nice That.

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