- Friday, Jul. 20, 2012
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Olivier Babinet of Paranoid US directed this two-minute web film which imagines a world without textiles. A place where comfortable pillows are replaced with tree stumps. Where curtains are made of sheet metal, rugs are made of sand, and sofas are made of cacti. That's a hard world.
To celebrate a year of softness from IKEA, the fun and fluffy parts, the colorful and comfortable parts, McCann New York presented this film that shows just how hard life would be without textiles and how, with IKEA, "a little bit of softness can change your world."
The film is the first IKEA work to come out of the agency since the Swedish retailer named McCann global agency of record for the catalog last August. It also gives a sneak peek at the type of additional content that will appear in the upcoming 2013 catalog, produced in partnership with IKEA's in-house agency ICOM.
Production Company: Paranoid U.S. Olivier Babinet, director; Yves Cape, DP; Jamie Miller, Claude Letessier, exec producers; Pat Harris, producer; Robert Dabrowski, production designer; Fred Cambier, costume designer. Editorial: Final Cut Arianna Tomasettig, editor; Pearly Leung, colorist; Marc Healy, mixer; Olivia Chiu, producer.