2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

There’s a magical feeling when you’re in charge. When you have the total freedom to do what you please. So we captured this sentiment. Opening on grand castles, we follow dictators through medieval castles, banquet halls in the Dark Ages, early Asian palaces and Ancient Egyptian kingdoms. We see them command halls, speak to the masses and make orders about the most mundane things – playing with the cat, chilling in their underwear or just doing absolutely nothing. In a quick snap back to reality we see that all these people aren’t actually kings and queens, they just feel that way when they have total control over their space.

Tell the jury about the production design / art direction. You may wish to comment on choices, challenges or effects.

Everything in our spot needed to feel real – the people, locations, wardrobe and props – but without unearthing historical artifacts or going on a worldwide shoot. Not to mention, the art department was tasked with huge challenge of making modern IKEA products look as if they belong in old royal kingdoms. Matching the personality of each ruler, we had to dress scenes to match a multitude of eras from Ancient Egypt to the Medieval Europe to Imperial Asia. We ventured to Romania to get those authentic castles and old buildings and used a plethora of props to create the kingdoms, infusing as many IKEA products as possible.