Ikea Beds in the Sky
IKEA has launched “Beds”, a television commercial focusing on how the perfect bed can help us start the day the right way. Set thousands of feet above the city, the ad tells the story of a woman’s dream as she moves from one uncomfortable bed to another until she eventually finds the perfect bed: the bed that she wakes up in at home each morning. The ad’s script is an excerpt from William Shakespeare’s play The Tempest, read by English actress Prunella Scales. “Beds”, the third instalment of The Wonderful Everyday campaign looks at the spaces in the home where our days begin and end: the bedroom and the bathroom.
The Beds campaign was developed at Mother London.
Filming was shot in Cape Town, South Africa, by director Juan Cabral via MJZ with director of photography Eric Gautier, producers Stephen Johnson and Debbie Turner, with technical support from service production company Stillking producer Rudi Rossouw.
Post production was done at MPC by VFX producer Julie Evans, shoot supervisor Jim Radford, 2D creative director Bill McNamara, line producer Sandra Eklund, colourist Jean-Clement Soret, VFX team Fabio Vona, Bevis Jones, Chris Fraser, Tom Van Dop, Olly Caiden, Fabrizio Ghiso, Javier Cid, Ajai Verghese John, Priya Nandakumar Bandodkar, Georgios Kyparissous, Christian Bohm, Ingo Putze, Leanne Goymer and Lino Khay.
Editor was Neil Smith at Work Post.
Sound was designed by Sam Ashwell at 750mph.
Visual Effects – Behind The Scenes
The “Beds” protagonist, Max the dog and many of the beds were hung from cranes and suspended over buildings during the 3-day shoot in Johannesburg.
The VFX team at MPC (Moving Picture Company) collaborated with film director Juan Cabral and advertising agency Mother London to create a detailed matte paintings, adding CG beds and embellishments and compositing elements including the NASA rocket and plume.
Led by 2D Creative Director Bill McNamara, MPC’s 15-strong team utilized the innovative filming techniques – which captured a great deal of the action in-camera – to then create the VFX and embellish the shots. In order to build the bed staircase, Ikea beds were filmed against green screen on the ground.
The following sequence used an 80-foot weighted crane and controlled drop to allow the beautiful actress to literally plummet from the sky – thereby perfectly capturing her emotion as she falls.
A selection of the wide shots were created by filming a skydiver and removing the parachute pack, while many of the shots were filmed against green screen with the sky and various surroundings composited in the studio.
MPC’s Global Creative Director of Colour Grading Jean-Clément Soret completed the grade, establishing a soft, dream-like look.