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Blur's Armando Bo and Mike Usandivaras Shatter Preconceptions of Luxury for IKEA

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Campaign spots directed by Oscar-winning duo Armanda and Mike was shot in Madrid and created by McCann Spain

Blur's Armando Bo and Mike Usandivaras Shatter Preconceptions of Luxury for IKEA

Blur and Rebolucion have co-produced the latest campaign for IKEA Spain, alongside McCann & MRM/McCann.

The campaign consists of two 50" spots directed by Oscar-winning Armando Bo & Mike Usandivaras. As with IKEA's previous campaigns, the living room within a home acts as the main set, and is supported by the claim that “IKEA fits everywhere”.

Both pieces simulate glamorous commercials about luxury watches (‘Tic-tac’) & classy jewellery (‘Shine’), & the films show beautiful, extravagant living rooms where IKEA furniture is perfectly integrated & goes absolutely unnoticed. Thus, IKEA proves its furniture can be easily integrated into any living space with any style. This message aims to shatter any prejudices the company had once been associated with.

The spots were both shot in Madrid, with Javier Julià as the DoP & Ana Alvargonzález as the Art Director. The styling was lead by Paco Rus & the make-up artist was Manel Rosa. Marte VFX looked after the post-production; whilst Cascabel Studio produced the music & Beat Music developed the sound design.

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Advertiser: Ikea

Brand: Ikea

Post Production / VFX

Post Production Company: Marte VFX

Producer: Marisa Mesonero


Sound Company: Beat Music

Creative Agency

Creative Agency: McCann

Chief Creative Officer: Mónica Moro

Production Company

Production Company: Blur Films

Executive Producer: Mario Forniés

Director: Armando Bo & Mike Usandivaras

DOP: Javier Julià

Producer: Sete Ledo


Music Company: Cascabel Studio


Editor: Hernán Garbarino

Edit Assistant: Rocío Pérez

Genres: Animation, Visual VFX

Categories: Retail and Restaurants , Retail Stores

Blur, Tue, 09 Oct 2018 12:53:32 GMT