We can all do our part to make sustainability a part of our world. That message resonates in this IKEA spot from agency Rethink Canada in which people are seen inhabiting their own in=individual little planets above the clouds–all doing their part for sustainability such as recycling, riding a bicycle, hanging laundry on a clothesline to dry.
Collectively these small acts of sustainability make for a better planet, underscored by supers which read, “A better world starts at home,” and the IKEA tagline, “The beautiful possibilities.”
Mark Zibert of production house Scouts Honour directed “Our Little World,” with visual effects from a52.
CreditsClient IKEA Agency Rethink Canada Aaron Starkman, chief creative officer; Mike Dubrick, executive creative director; Joel Holtby, head of art & creative director; Dhaval Bhatt, creative director; Hayley Hinkley, art director; Jacquelyn Parent, writer; Karine Doucet, French writer, associate creative director; Sean McDonald, chief strategy officer; Shereen Ladha, strategy director; Anne Marie Martignago, Laura Rioux, broadcast producers; Sarah Longpre, French broadcast producer; Terri Winter, digital producer. Production Company Scouts Honour Mark Zibert, director/DP; Eric Kaskens, DP; Rita Popielak, Simon Dragland, live-action exec producers; Jesson Moen, production designer. VFX a52, Santa Monica, Calif. Jesse Monsour, VFX supervisor, on-set VFX supervisor; Dan Margules, on-set VFX supervisor; Andy Wilkoff, CG supervisor; Richard Hirst, Matt Sousa, Adam Flynn, Kirk Balden, Flame artists; Whitman Lindstrom, Jie Zhou, matte painters; Adam Rosenzweig, Ariana Ziae-Mohseni, Derek Friesenborg, Dustin Mellum, Jade Smrz, Joe Paniagua, Jose Limon, Josh Dyer, Jun Kim, Mike Di Nocco, Scott Nishiki, Joey Bettinardi, Joseph Chiechi, Michael Bettinardi, Mike Di Nocco, 3D artists; Kevin Stokes, John Valle, Chris Riley, online editors; Niki Goodwin, sr. producer; Shane Hoffman, production coordinator; Stacy Kessler-Aungst, head of production; Michael Steinmann, head of CG production; Patrick Nugent, Kim Christensen, exec producers; Jennifer Sofio Hall, managing director. (Toolbox: Flame, Maya, Vray, SpeedTree, Houdini, Nuke, Photoshop, Substance Painter, Marvelous Designer). Color Primary Daniel de Vue, colorist; Corey Martinez, Dylan Bursick, color assistants; Jenny Bright, color producer; Jessica Clark, color coordinator; Thatcher Peterson, exec producer. Editorial Outsider Editorial Michael Barker, editor; Kerstin Juby, assistant editor; Denise Shearer, exec producer; Kayan Choi, producer; Inna Gertsberg, concept artist. Audio Vapor Music Ted Rosnik, music director; Ryan Chalmers, final mix; Lindsey Bates, audio producer. Music “Book of Dreams” by Daniel Tashian.
Top Spot of the Week: Nike, W+K Portland, Megaforce Take Us On A “Sunshine” Run
“Winning isn’t Comfortable” is the second chapter of Nike’s “Winning isn’t for Everyone,” extended through the lens of running. It is based on true insights and the realities that runner experience when they lace up their shoes.
It adds the perspective of how hard it can be to just get out the door and go for a run. The idea that if you don’t hate running a little, you don’t love running enough. It celebrates the need and opportunity to push outside a person’s comfort zone to discover what they can accomplish, emphasizing that true victory often requires pushing through uncomfortable moments.
Each film of the series builds on the tension that every runner faces--pushing through the morning dread, the elements outside, the pain of hitting a wall, or even walking down the stairs after a run or race--juxtaposed with the feeling of elation only runners know as they push themselves beyond what they thought possible.
The irreverence of the films--directed by Megaforce via production company Iconoclast for Wieden+Kennedy Portland--is in pairing visuals showing the mundanity of everyday struggles with music that brings to life a contradictory tension. This film, the first to be released, is titled “Sunshine” and shows the inclement weather and obstacles that runners encounter to the tune of “You Are My Sunshine.”
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