framethrower

Study the greats · Find refs fasterFilmmakers · Animators · Advertisers

GenreDramaThrillerComedyHorrorRomanceActionCrimeSci-fiAdventureAnimation

IKEA “T-shirts” 2015

IKEA “T-shirts” (2015) is an IKEA commercial directed by Dougal Wilson for Mother, produced by Blink. It won 5 awards, including Cannes Lions 2015 Film Silver, Epica 2015 Silver Editing & Special Effects and Creative Circle 2015 Silver FILM CRAFT - Best FX/CGI - Single.

T-shirts, like birds, migrate across various landscapes, eventually finding their way home to an organized IKEA wardrobe, highlighting the joy of storage.

Video: Blink on Vimeo

Shot by shot

  1. A flock of birds flies in a V-formation across a vast, clear sky, with the sun shining brightly over snow-covered mountains.© IKEA0:00
  2. Hundreds of t-shirts, some filled with air, some draped over objects, are scattered across a vast, snowy mountain landscape under a clear sky.© IKEA0:03
  3. T-shirts shaped like animals float above a snow-covered forest, with a cloudy sky in the background.© IKEA0:08
  4. Various t-shirts, some with designs, are arranged on a rocky, snowy shore next to a body of water, resembling small figures.© IKEA0:12
  5. A wide shot shows a snowy river landscape with a forest in the background, as numerous white t-shirts float and tumble through the air above the water.© IKEA0:16
  6. A white t-shirt with red trim flies through the air, resembling a wingsuit, with other t-shirts in the background over a mountainous landscape.© IKEA0:21
  7. A small boat sails away from the camera into the sunset, leaving a wake behind it, with birds flying above.© IKEA0:24
  8. A man with a beard sleeps at a table on a ferry, while t-shirts shaped like fish swim past the window in the background.© IKEA0:29
  9. A child in a yellow raincoat runs towards the ocean on a pier, with many white t-shirts on the ground, on a rainy day.© IKEA0:37
  10. A wide shot of a dog running through a field of green crops, with many t-shirts flying in the air, under a hazy sky with the sun visible.© IKEA0:41
  11. A young boy with dark hair looks up with wide eyes through a window, framed by a brick wall.© IKEA0:45
  12. Various clothes, including t-shirts, fly through the air in a bedroom with an open closet in the background.© IKEA0:51

Stills © IKEA. Made by Mother, Blink and Dougal Wilson.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

T-shirts migrate like birds, finding their way home to IKEA storage.

Tagline: “IKEA, the wonderful everyday.”

personification of objectsnature as metaphorjourney/migrationmagical realismtransformation of chaos to order

The cut

Length
59 s
Shots
36
Average shot
1.6 s

What creatives use IKEA “T-shirts” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of IKEA “T-shirts”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A flock of birds flies in a V-formation across a vast, clear sky, with the sun shining brightly over snow-covered mountains.© IKEAHundreds of t-shirts, some filled with air, some draped over objects, are scattered across a vast, snowy mountain landscape under a clear sky.© IKEAT-shirts shaped like animals float above a snow-covered forest, with a cloudy sky in the background.© IKEAVarious t-shirts, some with designs, are arranged on a rocky, snowy shore next to a body of water, resembling small figures.© IKEA
    Frames from IKEA “T-shirts”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of IKEA “T-shirts” in order, with its length, framing and what happens in it.

    A flock of birds flies in a V-formation across a vast, clear sky, with the sun shining brightly over snow-covered mountains.© IKEAHundreds of t-shirts, some filled with air, some draped over objects, are scattered across a vast, snowy mountain landscape under a clear sky.© IKEAT-shirts shaped like animals float above a snow-covered forest, with a cloudy sky in the background.© IKEAVarious t-shirts, some with designs, are arranged on a rocky, snowy shore next to a body of water, resembling small figures.© IKEAA wide shot shows a snowy river landscape with a forest in the background, as numerous white t-shirts float and tumble through the air above the water.© IKEAA white t-shirt with red trim flies through the air, resembling a wingsuit, with other t-shirts in the background over a mountainous landscape.© IKEA
    Length: 59 s · Shots: 36 · Average shot: 1.6 s

  3. 03Ad ideas: every spot built on a personification of objects

    Before you present an idea, you need to know who has done it, and how.

    IKEA “T-shirts” is built on a personification of objects. Search the library by idea to see every spot that uses it.

    Aqualtis Washing Machine “Underwater World”© Aqualtis Washing MachineKaiser Permanente “Moving All To One”© Kaiser PermanenteApple “Privacy on iPhone”© AppleExpedia “The Travelers”© Expedia
    Aqualtis Washing Machine · Kaiser Permanente · Apple · Expedia

More commercials by Dougal Wilson

  • John Lewis Financial Services "Tiny Dancer" (2015) commercial still© John Lewis Financial ServicesJohn Lewis Financial Services “Tiny Dancer” 2015Dir. Dougal Wilson · adam&eve\TBWALondon International Awards Grand Prix 2016
  • John Lewis "Monty's Christmas" (2015) commercial still© John LewisJohn Lewis “Monty's Christmas” 2015Dir. Dougal Wilson · adam&eve\TBWACannes Lions Grand Prix 2015
  • Channel 4 "Educating Yorkshire - School's Back" (2026) commercial still© Channel 4Channel 4 “Educating Yorkshire - School's Back” 2026Dir. Dougal Wilson · 4creativeCreative Circle Gold 2026
  • AT&T "Train" (2019) commercial still© AT&TAT&T “Train” 2019Dir. Dougal Wilson · BBDOKinsale Sharks Gold 2019
  • Apple "Unlock" (2019) commercial still© AppleApple “Unlock” 2019Dir. Dougal Wilson · AppleCiclope Gold 2018
  • adam&eve\TBWA/John Lewis & Parters, Waitrose & Partners "Bohemian Rhapsody" (2018) commercial still© adam&eve\TBWA/John Lewis & Parters, Waitrose & Partnersadam&eve\TBWA/John Lewis & Parters, Waitrose & Partners “Bohemian Rhapsody” 2018Dir. Dougal WilsonEpica Gold 2018

More from Mother

Award-winning retail commercials

Questions

Who directed the IKEA “T-shirts” commercial?

Dougal Wilson directed it, produced by Blink, for the agency Mother.

Which agency made IKEA “T-shirts”?

Mother created it for IKEA (2015).

What awards did IKEA “T-shirts” win?

5 awards, including Cannes Lions 2015 Film Silver, Cannes Lions 2015 Film Craft Bronze, Epica 2015 Silver Editing & Special Effects and Creative Circle 2015 Silver FILM CRAFT - Best FX/CGI - Single.

What is the tagline of IKEA “T-shirts”?

“IKEA, the wonderful everyday.”

Sources for the credits and awards

britisharrows.comThe WorkThe WorkThe WorkThe Workwinners.epica-awards.comweb.archive.org