Ikea’s vision for GARDEROB is that comfort creates room for expression. Comfort is a basic human need. It’s the space and things around you that make you feel at home and from which you can thrive. Stepping into your ‘comfort zone’ is about embracing your quirky habits, your (not so) guilty pleasures, your passions and odd obsessions, your own state of mind - the things that make you, you.
Through a profile series of 1-minute videos, the campaign will highlight unique personalities. FIlmed in their own homes or environment, they share the things that define their ‘comfort zone’. The campaign celebrates GARDEROB’s DNA: designed for comfort and designed for everyone.
creative direction Marcelle Novelli cinematography