Textile Launch

A campaign made to launch IKEA's yearly theme: textiles. Instead of indulging in a world of softness, we did the opposite, showing how hard life can be when there are no textiles in sight. The campaign included a limited edition product range and a short film embedded in the new IKEA catalog.

Agency: McCann New York
Creative Direction: Zack McDonald & Koen Malfait
Film Direction: Olivier Babinet
Still photography: Brian Finke
Role: Art Direction w/ Sheila Johansson