Capturing the play of light for a new collaboration of the legendary Swedish company
For this project, our team joined IKEA and designer Sabine Marcelis who created a line of products with her signature style for the brand.
We were asked to produce a mood video for the launch that would not reveal the items from the collection but capture their essence—magnificent light patterns appearing from inside the glass.
Background
The collection conceived by Marcelis and IKEA design team was focused on creating magical moments from the interaction of light and glass.
Creating refractions and reflections, the items build a special atmosphere inside a home and bring moments of surprise from meeting with the unexpected.
This idea of constructing fantastic encounters through objects and materials is what underlies Sabine's body of work.
Depicting it in a digital video was an idea for the launch of the collection, and that is when IKEA's team reached out to us.
Production
Having a theme of the interaction of light and glass as our starting point, we developed a set of abstract scenes illustrating phenomena that are born inside the glass when light passes through it.
Looking through layers of glass, the video follows rays of light and captures ethereal effects emerging on the intersection of the transparent objects.
Setting a mood through the flowing movement of colorful gradients, the film reveals the atmosphere and the soul of the collection.
The project was created in close collaboration with designers and art directors from IKEA who offered us a lot of space for creative exploration within the defined theme.
Searching for the right pace and interaction of objects, we built a digital representation of an intangible fantasy embodied in the objects from the collection.
Over the course of work, we experimented with a color palette that would perfectly encapsulate the mesmerizing movement of the refracted light.
Eventually, orange accentuated by subtle shades of green became the final choice of the creative team.
Credits
Client:
IKEA
Art Direction:
Luke Li
Created by:
Media.Work
Creative Direction:
Igor Sordokhonov, Maxim Zhestkov
Design, Animation:
Tatyana Balyberdina, Denis Semenov, Kirill Makhin, Daniil Makhin, Sergey Shurupov
Art Direction:
Anna Reshetnikova
Text:
Anna Gulyaeva
Sound:
Artyom Markaryan
Year:
2021
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