Platforms: Website, Vine and Twitter
Because good days begin at home, IKEA U.S. announces the launch of a new program called “First :59,” designed to provide consumers tips and advice to make those first 59 minutes of the day easier, from the minute the alarm clock rings until the moment they head out the door. The initiative allows IKEA to share expert ideas that help consumers make most out of the first hour of their day, centered around common morning routines and key areas of the home – bedrooms and bathrooms – where we get ready daily. These valuable tips will be available on the program hub at First59.com.
IKEA approached Jet Direction to help add their style and influence to the campaign. In doing so, the team took over an IKEA during business hours to make that happen. With all the lighting and gear you would think that we were filming a full fledged nationally televised commercial. Over a thousand photos were captured to create this stop-motion video filled with self moving shoes, flying sweaters, and one model diving into bed!
The engagement went beyond what the client expected. Hitting over 2M views from only 1 social platform. Twitter now uses this as an case study to showcase perspective brands on what makes an excellent branded video in the hands of an influencer who values quality in their work.
Director: Jethro Ames
Director of Photography: Jeycob Carlson
Production: Smith and Union
Model: Nicole Herold
Agency: Jet Direction
Client: Niche for Ikea