Clubcamping directed three Gen Z focused spots for IKEA to capture the feelings of home to a young audience venturing out on their own for the first time. Designed in a ‘slice of life’ style, a sub-genre of anime, Clubcamping crafted each spot to have a warm and soothing atmosphere.
Marrying together the design style which is instantly recognisable to Gen Z and features as a trademark beautiful vignettes of day to day life, with IKEA’s own ethos of making the everyday wonderful, Clubcamping approached this brief wanting to leave a lasting impression of quiet contentment that comes with having your own space.
A style that comes naturally to Clubcamping with their expertise in 2D animation, love for contemporary graphics and, of course, cats, all three films are cosy and intricate. Each character is brought to life through their belief that characters should have an unexpected aspect that imbues them with originality and spirit.
Director - Clubcamping
Production Co - Hornet
Agency - Ogilvy
Client - IKEA
Clubcamping Credit List:
Creative direction: Mariano Fernández Russo
EP: Ana Sieglitz & Juliana Millán
Head of Production: Ana Laura Aparicio
Lead Producer: Sofia Arissian
Animation Direction: Maricel Piazza
Art Direction: Martín Vinograd
Art Lead: Bruno Ferrari
Design: El Sike, Nahuel Ruiz, Nacho Flores Aguirre, Ailen Sbrizza & Juan Cruz Rodriguez, Mariana Da Silva Braga, Adriana Matallana, Celina Pavón & Evelin Unfer
Lead Animator: Franco Pellicciaro
Animation & Cleanup: Celina Pavón, Emmanuel Zampalo, Israel Giampietro, Six Studio, Sofia Diaz, Alan Mohamed, Mercedes Di Santis, Julieta Culaciati & Adèle Baquiast.
Compositing: Mariano Fernandez Russo & Gabriel Rocha
Sound Design: Facundo Capece & Felipe Barandalla
Special Thanks: Santi Villa & Juan Tumburús