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IKEA collaborated with us to produce a piece for the U.S. leg of their global branded campaign. They wanted a film that featured the young jazz musician and chef, Jonah Reider, to help parallel the themes of confidence and improvisation seen in their 2017 catalog.
We decided to create a piece that was bright, light-hearted, and relatable, something that would allow viewers to easily envision themselves using the same cooking tools as those featured in the spot. Jonah Reider’s experience as a jazz musician and as a chef allowed us to use improvisation as an overarching theme while connecting IKEA as a brand with both accessibility and quality. The energy and confidence Jonah displays in the kitchen is prevalent not only in the way he speaks about cooking but in his physicality as well. Our intention with this concept was to inspire viewers and encourage them to bring creativity into their own kitchens as well.
We handled pre-production, production, and post, working with IKEA throughout the process to bring this piece to the next level while subtly integrating the brand’s products into every shot. Because Jonah was no longer living at Columbia University, we scouted for a location that had a similar look to that of a dorm room. The dorm room aesthetic was integral because it helped communicate the necessity of improvisation and creativity in a non-professional cooking space. We feature Jonah working with various ingredients as he speaks about his cooking philosophy, employing quick cuts to create a staccato-like edit that mimics Jonah’s love of free jazz and reflects the improvisational nature of cooking that he discusses.
IKEA uploaded both a full-length and a shortened version to their Youtube channel, advertising the release of their new products as well. Since the release of the videos in August 2016, they have gathered about a half a million views. IKEA took advantage of the film’s visuals by featuring stills from the shoot in their catalog as well. The film helped establish Jonah Reider as a face for IKEA, and he was recently quoted in the New York Times saying that he continues to serve on IKEA plates.