O Positive's Jess Coulter Directs "Sarah" For IKEA, Ogilvy NY


Robert Goldrich
Monday, Feb. 18, 2019


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Everyone appreciates the beauty of getting a good night’s sleep, and just how essential a comfortable bed and bedroom set are to making that a reality. Ogilvy New York’s new IKEA campaign, “The Morningmorphosis” directed by O Positive’s Jess Coulter, depicts people everyone can relate to enjoying the newfound benefits of becoming a morning person. 

In this spot driven by humor and IKEA’s aesthetic, we meet one of those morning people, Sarah.


Client IKEA Agency Ogilvy New York Vicki Azarian, executive creative director; Della Mathew, group creative director; Monica Apodaca, ACD, art director; Andrew Chisholm, ACD, copywriter; Grace Donahue, art director; Thatcher Jensen, copywriter; Jenna Gartland, executive producer; Josh Kornrich, producer. Production O Positive Jess Coulter, director; Ralph Laucella, Marc Grill, EPs; Jason Reda, line producer; Maryse Alberti, DP. Editorial MackCut Erik Laroi, editor. Color The Mill Mikey Rossiter, colorist; Audio Post Sonic Union Mike Marinelli, mixer/engineer Music Human Worldwide

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