DIVISION’s Sanjay De Silva directs new TV spot for IKEA via Mother, London
April 18 2023, 10:45 am | | 2 Comments
DIVISION’s Melbourne based writer and director Sanjay De Silva has directed a new campaign for IKEA via Mother, London.
In the spirit of MTV’s iconic show Cribs, the spot follows a young homeowner as he flexes the budget luxuries that adorn his humble home. De Silva brings his signature vibrant art direction, immersive camerawork and effortlessly cool casting.
IKEA ‘Cribs’ launches across UK TV, digital and social.
Agency: Mother
Produced by: DIVISION
Director: Sanjay De Silva
MD | Executive Producer: Genevieve Triquet
Producer: Simon Eakhurst
Service Production Company: SCOUT Production Services
DOP: Benjamin Todd
Production Designer: Dan Betteridge
Offline Edit: WORK editorial
Editor: Hasani Franke
Post Production: Absolute Post
VFX Supervisor / Lead Artist: Chris Tobin
Colour: Matt Turner
Executive Producer: Jenna Le Noury
Music Supervision: The Hogan
2 Comments
Looking forward to IKEA finally catching up with the rest of the globe in this market when they award a new agency.
What should be such a good client and is everywhere else but here
Is one of the worst pieces of lazy copy ever. Folk like this spend every minute of their life obsessing over cool. Every minute niche cool detail
And subculture is aspirational. Shallow materialist types.