Director Juan Cabral of MJZ, VFX house MPC and ad agency Mother teamed on this ethereal journey to the perfect bed for Ikea.
This charming piece continues Ikea’s “The Wonderful Everyday” campaign. Breath-taking landscapes and vivid realism combine in the film; showcasing Ikea beds suspended miles and miles above the earth and a girl tumbling through them on her dreamlike journey to the perfect bed–which ultimately proves there’s no more restful place than home.
Cabral’s innovative storytelling approach saw the protagonist and many of the beds hung from cranes and suspended over buildings during a three-day shoot in Johannesburg.
MPC created detailed matte paintings, adding CG beds and embellishments and compositing elements including the NASA rocket and plume.
Led by 2D creative director Bill McNamara, MPC’s 15-strong team utilized innovative filming techniques–which captured a great deal of the action in-camera–to then create the VFX and enhance the shots. In order to build the bed staircase, Ikea beds were filmed against green screen on the ground. The following sequence used an 80-foot weighted crane and controlled drop to allow the actress to literally plummet from the sky–thereby perfectly capturing her emotion as she falls.
A selection of the wide shots were created by filming a skydiver and removing the parachute pack, while many of the shots were filmed against green screen with the sky and various surroundings composited at the studio.
MPC’s global creative director of color grading Jean-Clément Soret completed the grade, establishing a soft, dream-like look.
