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.”