There are few directors with the ability to effortlessly leap from genre to genre like Adam Berg. Everything he turns his hand to has a freshness and levity and – despite that chameleonic ability – there’s always something very recognisable about his work.
This outing for Ikea focuses on sustainability and the need to work together collectively to enact change. The vision was realised with beautiful flow and choreography in a one take effect, which seamlessly links locations and introduces us to warm, welcoming characters. It’s rare to work with a legend like Adam and it was a lot of fun tuning into this visual mode, which demanded a great combo of style and restraint that felt unmistakably Ikea.
Credits
AgencyRethink
Production CompanySoft Citizen
Director Adam Berg
Executive ProducerEva Preger & Link York
Line ProducerJohan Linström
Director of PhotographyLinus Sandgren
EditorialTrim
EditorPaul Hardcastle
Post ProductionArtjail
ColoristClinton Homuth
Audio HouseVapor Music
Treatment Research, Art Direction & DesignIn Development
