A trio of Danish creative agencies – Morten Kühl Christensen from Kühl & Solvstrom with Nikextension and Barkas – have unveiled the first in a new series of ad teasers in support of Ikea and Hay’s 2017 collaborative collection.
The cryptic new animation features a glass ball rolling through empty rooms as raw materials hypnotically remould, contort and erupt through the floorboards. The Ypperlig branding is subtly revealed on the spool of thread, driving home the notion of handicraft and design as the materials begin to meld together. Morten Kühl Christensen rendered the video with the express purpose of leaving the viewer with an impression of curiosity and intrigue.
Danish agency Barkas, which worked across concept and creation says: “We decided to focus on the product materials and create a mysterious and abstract teaser for the products to come in 2017.”
“The main dogma was that we couldn’t show any products…so we decided to produce the entire film with the use of 3D animation and photorealist rendering techniques. It had to be surreal and mysterious and leave the viewer with a feeling of “what did I just watch?” Morten Kühl Christensen, designer and animator explains.
The three agencies have worked with Ikea before, apart and in collaboration, with Kühl & Solvstrom providing a number of video pieces and Nikextension designing many of Ikea’s catalogues. “Working with Ikea before it was also a cool opportunity to push them a bit out of their comfort zone and introduce some of the Hay-ness into the art direction,” says Morten.
This latest commission by Ikea follows in its ongoing effort to communicate its brand identity through imaginative cinematic aesthetic, last seen in RBG6’s Sinnerlig vignettes. While the brand partnership between Ikea and Hay began to make news with Hay’s recent redesign of the famous blue Frakta bags.
- Twin brothers V/A/B on their “difficultly simple” approach to design
- The people’s choice, it’s Best of the Web!
- Larry Hallegua captures sun worshippers on Pattaya Beach in Thailand
- Lukas Korshan photographs Dulwich Hamlet FC, where you can “drink beer, stand up, and let loose"
- “The field is stretching itself bigger and bigger” - Jurgen Bey on design education and infinite possibility
- Peter Judson messes with depth perception in new personal project, Infection
- Fashion photographer Miles Aldridge shoots the cast of Game of Thrones for Time Magazine
- The Netherlands’ royal crest changes gender for national women’s football team kit by Nike
- Peek inside erotic magazine Odiseo’s very NSFW tenth issue
- Rick and Morty’s Exquisite Corpse trailer features 22 animators including Simon Landrein and Bendik Kaltenborn
- Design director, Gail Bichler, on The New York Times Magazine typography exhibition
- Mark Shaw captures the glamour of haute couture runways from the 1950s