Video Direction

When our in-house Director was brought to Seoul, Korea and tasked with helping IKEA sell kitchens to the Korean market, the campaign's focus centered around breaking the old Korean cultural attitude that having guests over for dinner was a stressful occasion that emphasized the need to present perfection at every level.


Due to this old cultural mindset and the pressure of perfection, many Koreans choose to eat out at restaurants when gathering with friends and family, instead of hosting at home. So this new campaign for IKEA challenged the old mindset by showing viewers that perfection isn't necessary, life is messy, and what's most important is that you enjoy your time with one another. 

The campaign rose to become the #1 highest-performing spot for IKEA in Korea - ever.