IKEA
IKEA's cinematic retail campaigns, home organization commercials and domestic narratives
Featured IKEA projects
This week's top IKEA projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
IKEA · Home, a Feeling Like No Other
IKEA explores the intersection of personal space and urban motion in the commercial campaign, 'Home, a Feeling Like No Other.' The project observes the transient nature of city life, tracking diverse individuals as they navigate shops, transit hubs, and varied streetscapes. Developed by McCann Worldgroup, the piece utilizes live-action technique and dynamic framing to document these daily commutes. The narrative emphasizes atmospheric street scenes through a cinematic lens, focusing on the sensory rhythms of public environments and the movement within them.
IKEA · Home, a Feeling Like No Other
IKEA explores the concept of domestic sanctuary in 'Home, a Feeling Like No Other.' The commercial campaign traces the transition from the bustling, desaturated rhythms of urban transit and daily commuting to the intimacy of personal living spaces. Developed by McCann Worldgroup and produced by ANORAK Film GmbH, the project utilizes live-action technique to contrast cold, exterior environments with warm, inviting interiors. The cinematic narrative focuses on the emotional shift that occurs upon returning home.
IKEA · Billy Bookcase
IKEA shifts focus to the enduring utility of the Billy Bookcase in this latest retail campaign. The film features a framed, classical oil painting of a reader surrounded by a collection of volumes, grounding the product within a cinematic and warm visual framework. Developed by agency Memac Ogilvy with production by Papercuts, the advertisement leans into a traditional aesthetic to highlight the bookshelf's role in the home. The horizontal-format content maintains a clear focus on archival-style imagery to anchor the brand's long-standing retail presence.
IKEA · Choose Sleep - Love of your life
This spot for IKEA, titled Choose Sleep - Love of your life, highlights the retailer's bedroom range through a focused, intimate lens. The project leans into a warm, cinematic aesthetic, centering the narrative on the comfort of home after a night out. Captured with a distinct vertical, live-action technique, the film utilizes an extreme top-down perspective. This overhead approach emphasizes the bedroom as a personal sanctuary, framed by warm ambient lighting and rich interior details.
IKEA · Have A Go
IKEA’s Have A Go campaign film moves through a misty, expansive woodland, following a vast procession of individuals carrying household furniture. The piece leans into cinematic environmental storytelling, utilising natural light and a desaturated colour palette to frame the movement of the group across an open landscape. Developed by agency Three Drunk Monkeys with production by Good Oil, the commercial leans on live-action techniques to build its scale. The project captures an atmospheric, analogue-inspired aesthetic throughout its sequence.
IKEA · Nehctik
IKEA presents 'Nehctik,' a commercial spot centered on the dynamics of a bustling family birthday celebration. The narrative unfolds within a contemporary kitchen and dining space, documenting the candid interactions between adults and children as they navigate a festive moment. The film utilizes live-action technique and warm natural lighting to highlight the functional aspects of home organization and furniture integration. Produced by Picky Productions with creative work from The Newtons Laboratory, the piece features sound design by Rabbeats to capture the atmosphere of a domestic living environment.
IKEA · Sleep Well (No Matter How)
IKEA explores the universal frustrations of nighttime rest in the campaign 'Sleep Well (No Matter How).' The spot focuses on a relatable domestic bedroom scenario, highlighting the contrast between a sound sleeper and his restless partner through a humorous lens. Developed by Wirtz, the commercial leans into a cinematic tone using low-key lighting to establish a moody atmosphere. The live-action technique captures the tension of the scene as the protagonist navigates a sleepless night in a familiar home environment.
IKEA · Dream to Dream
IKEA presents 'Dream to Dream', a commercial spot that traverses a variety of domestic and retail environments to showcase the brand's home furnishings. The narrative follows a series of vignettes, shifting from intimate family scenes in living rooms to the retail floor and private moments within the home. Produced by SMUGGLER with creative oversight from DAVID New York, the project utilizes live-action technique and clean visual composition to anchor the lifestyle scenarios. The commercial leans into standard commercial production values and professional indoor lighting to frame the everyday utility of the product range.
IKEA · The Giving Bag
IKEA explores the emotional experience of moving house in 'The Giving Bag,' a commercial video that channels a child’s imaginative perspective through live-action footage and post-production effects. The narrative centers on a young family’s relocation, transitioning from the mundanity of cardboard boxes to a series of moments featuring glowing, magical objects pulled from the brand’s signature blue shopping bag. Developed by Ogilvy UK, the piece leans into a warm aesthetic, utilizing natural light and cinematic framing to capture the domestic setting. The integration of VFX highlights the transition between the familiar interior of a home in flux and the whimsical elements of childhood discovery.
IKEA · Slice of Life: Compromise
IKEA explores the realities of shared student living in the animated commercial titled Slice of Life: Compromise. Produced by Hornet, the film depicts the negotiation of personal space within a cluttered dormitory room. Using hand-drawn 2D animation and warm interior lighting, the narrative highlights the day-to-day dynamic between two roommates. The project leans into a retro aesthetic to frame the humorous contrast between student lifestyle habits.
IKEA · Slice of Life: The 4th Roommate
IKEA explores the intersection of domesticity and character-driven storytelling in Slice of Life: The 4th Roommate. The project takes the form of an animated video that centers on a curious calico cat navigating the various spaces of a furnished apartment. Produced by Hornet, the piece leans into a distinct 2D animation style to document the daily rhythms of home life. The narrative follows the cat as it observes an artist at work and an individual cooking, utilizing cinematic lighting to ground the animation in a familiar, cozy domestic setting.
IKEA · Scrap Ballet
IKEA’s Scrap Ballet commercial captures a rhythmic dance between two individuals within a contemporary kitchen setting. The narrative centers on the intersection of culinary preparation and choreography, highlighting modern cabinetry and open-plan design through a series of fluid movements. The film utilizes warm interior lighting to draw focus to the sleek surfaces of the kitchen environment. With music supervision provided by Grayson Music, the piece leans into a live-action technique that frames domestic routines as a choreographed performance.
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