IKEA product film
To showcase and describe the various products, IKEA's main online store uses numerous product photos and videos.
I was both the Film Director, Art Director for a five-person studio team, plus Animation Director for a three person animation team. In various batches, we collectively produced over 150 of these product films. By holding effective meetings that led to a friendly consensus, I was able to cut the production time by one-third.
IKEA Product Films - live action
OBJECTIVE:
To demonstrate the features of a large variety of products, ideally in a maximum of 30 to 45 seconds. The visual language needed to follow strict guidelines for both international and kid-friendly standards while being clear and concise.
THE PROCESS:
1. Meeting with clients from IKEA's various Product Departments to look at and learn more about the products. We would discuss and make clear what they wished to convey and illustrate through their films. This could include brainstorming ideas for how to best make their points.
2. Storyboarding the flow of the films was my responsibility as the Art Director until the Product Owner granted approval.
3. The shoot would then be directed by me, with the help of a Director of Photography, an Interior Designer, a Producer, and sometimes the Product Owners. If the movie were to be animated in 3D, the storyboards would be given to the animators, who would then make the first cut.
4. After that, the movies would go to the editing department, where I oversaw the cutting process.
5. I would supervise the color correction and edits of the final cuts following approval meetings with the Product Departments.
IKEA Product Films - stop motion & 3D animation
OBJECTIVE:
To demonstrate the features of a large variety of products, ideally in a maximum of 30 to 45 seconds. The visual language needed to follow strict guidelines for both international and kid-friendly standards while being clear and concise.
THE PROCESS:
1. The animation flow was roughly the same as the live action process. We met with clients from IKEA's various Product Departments to look at and learn more about the products. We would discuss and make clear what they wished to convey and illustrate through their films. This could include brainstorming ideas for how to best make their points.
2. Storyboarding the flow of the films was my responsibility as the Art Director until the Product Owner granted approval.
3. Next, I would lead the stop-motion shoot with the help of a Director of Photography, an Interior Designer, a Producer, and sometimes the Product Owners. My extensive experience as a 2D and 3D animator was a significant asset when directing and understanding the stop-motion shoots, as well as directing the 3D team.
4. After that, the movies would go to the editing department, where I oversaw the cutting process.
5. I would supervise the color correction and edits of the final cuts following approval meetings with the Product Departments.