By 2030, IKEA aim to use only responsibly sourced, renewable or recycled materials in their product range. Imagine a picture frame made out of coffee beans or a fluffy sheepskin rug made out of plastic bottles - sounds unbelievable? And that is exactly the idea we wanted to play with for this TVC. I wrote some of the scenes which reflect the main character's wild imagination.

​

I was also responsible for the visual concept and execution of the entire print campaign. Here the recyclable materials act as a stage, presenting the sustainable product. 

 

​