Eye-popping IKEA commercial lands
VFX specialist MPC has collaborated with ad agency Mother and award-winning director Juan Cabral to create a visually impressive IKEA commercial. Shot in Johannesburg, the 90-second film forms part of The Wonderful Everyday campaign, this time showcasing the Swedish company’s range of beds.
Entitled There's No Bed Like Home, the ad features a woman - and her dog Max - plummeting from beds in the sky during a dream-like sequence, while Prunella Scales narrates from Shakespeare's The Tempest.
Helmed by MJZ's Cabral - who directed Cadbury’s Gorilla commercial - the film took three days to shoot, combining CGI, matt paintings and live action using green screen. Many of the beds were hung from cranes and suspended over buildings, and to create the illusion of the woman falling a skydiver was filmed and the parachute pack was removed during post.
When it came to CGI, Mother turned to MPC, whose feature film credits include X-Men: Days of Future Past, Godzilla and World War Z. 2D creative director Bill McNamara led MPC’s 15-strong team to utitilse the innovative filming techniques to then create the VFX, such as a NASA rocket and plume.
Agency Producer: Mother
Production Company: MJZ
Director: Juan Cabral
Production Company Producer: Stephen Johnson
DOP: Eric Gautier
Editor: Neil Smith @ Work Post
VFX Producer: Julie Evans
2D Creative Director: Bill McNamara
VFX Shoot Supervisor: Jim Radford
Colourist: Jean-Clément Soret