ikea: even for what’s not allowed

client: ikea / agency: kaspen/jungv.matt / director: milan balog

about the work

The newest spot for IKEA, made with the help of KASPEN/JUNGv.MATT ad agency, takes Ikea’s newest line of kids’ furniture and proves that it’s as fun and creativity-inducing as a playground can be. With a cast of 8 kid actors and a massive wolfhound dog, director Milan Balog had to be sure that in this playground, he was ready to roll up his sleeves and get his hands dirty.

How to shoot kids’ heavy metal: The key point is to capture the energy, quickness, enjoyment, playfulness, imagination, and inventiveness. Striking the balance between creating scenes with that energy and enjoyment, but still with a look that does Ikea justice? This was the main task. To make naughty and destructive look fun... even for what’s not allowed.

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