This 60 second IKEA commercial explores the difference between a “house or a home”.
A voice-over accompanies the flowing graphic visuals, which seamlessly merge with typography.
The spot has been also made into a 40" version and three 10" cutdowns.
FURTHER SCREENINGS
- University for the Creative Arts, Farnham, UK, 8 Feb 2013
- Max Hattler: Audiovisual Abstractions, Vilnius Art Academy, Lithuania, 27 Mar 2012
- University of the Arts Bremen, Germany, 2 Dec 2011 (lecture)
- Ulm Szenen - Szene Ulm, Stadthaus, Ulm, Germany, 11 Oct 2011
- Chelsea College of Art & Design, London, 29 Mar 2011
- Middlesex University, London, 28 Mar 2011
- Max Hattler Masterclass, Anima Festival, Brussels, Belgium, 11 Mar 2011
- University of Portsmouth, Portsmouth, UK, 7 Mar 2011
- University of East London, London, 8 Feb 2011
- Structuring Strategies: Max Hattler, CalArts, Valencia, California, USA, 25 Jan 2011
- Max Hattler FOCAL masterclass, Solothurn, Switzerland, 21 Jan 2011
- Met Film School, Ealing Studios, London, UK, 15 Nov 2010
- Goethe-Institut, Ankara, Turkey, 13 Oct 2010
- Ferienakademie 2010, Kloster Roggenburg, Germany, 6 Apr 2010
- University of Westminster, London, UK, 8 Mar 2010
- Ravensbourne College of Design, London, UK, 17 Feb 2010
- The Animation Workshop, Viborg, Denmark, 9 Feb 2010
- Southampton Solent University, Southampton, UK, 7 Dec 2009
- Ravensbourne College of Design and Communication, London, UK, 20 Nov 2009
- Fredrikstad Animation Festival, Norway, 14 Nov 2009
- Kinofest, Bucharest, Romania, 24 Oct 2009
- Balkanima, Belgrade, Serbia and Montenegro, 6-10 Oct 2009
- Branchage Film Festival, Jersey, Channel Islands, 3 Oct 2009
- In The Palace Int'l Short Film Festival, Balchik, Bulgaria, 20-27 Jun 2009
- ArtsFest, Wellington College, Berkshire, UK, 23 Jun 2009
- Southampton Solent University, Southampton, UK, 23 Apr 2009
- Ferienakademie 2009, Kloster Roggenburg, Germany, 15 Apr 2009
- Southampton Solent University, Southampton, UK, 17 Feb 2009
- Ravensbourne College of Design and Communication, London, UK, 28 Jan 2009
- Kunsthochschule für Medien, Cologne, Germany, 22 Jan 2009
- Animated Dreams, Tallinn, Estonia, 21 Nov 2008
- Holland Animation Film Festival, Utrecht, Holland, 5-9 Nov 2008
- Royal College of Art, London, UK, Thu 6 Nov 2008
- Detmold International Short Film Festival, Detmold, Germany, 2-5 Oct 2008
- Animae Caribe Festival, Trinidad, 23 Sep 2008
- Image Forum Festival, Tokyo, Kyoto, Fukuoka and Yokohama, Japan, Apr-Ju 2008l
- Bitfilm Festival, Stuttgart and Hamburg, Germany, May + Jul 2008
- Apple Store Ginza, Tokyo, Japan, 26 May 2008
- Planet Studyo Plus One, Osaka, Japan, 24 + 25 May 2008
- Kyoto Saga University of Arts, Kyoto, Japan, 20 May 2008
- Osaka Electro-Communication University, Osaka, Japan, 15 May 2008
- Kyoto University, Kyoto, Japan, 12 May 2008
- Uplink Factory, Tokyo, Japan, 7 + 8 May 2008
- Bristol School of Animation, University of West of England, Bristol, 16 Apr 2008
- Creative Futures, Anglia Ruskin University, Cambridge, UK, 9 Apr 2008
- FDMX, Norwich School of Art and Design, Norwich, UK, 6 Mar 2008
- Newport School of Art, University of Wales, Newport, UK, 4 Mar 2008
- London Animation Studio, Central St. Martin's College, London, UK, 25 Feb 2008
- University College for the Creative Arts, Farnham, UK, 7 Feb 2008
- 4X4, Klub 55, Warsaw, Poland, 27 Jan 2008
- 4X4, Firlej, Wroclaw, Poland, 24 Jan 2008
- FDMX, Anglia Ruskin University, Cambridge, UK, 23 Jan 2008
- Media Art Friesland Festival, Leeuwarden, Holland, 2007
- Ferdinand-von-Steinbeiß Schule für Grafikdesign, Ulm, Germany, 2007
- Nikolaus-Kopernikus-Gymnasium, Weissenhorn, Germany, 2007
- "a brilliant piece of work" Grant McKracken, MIT
- "inventive... experimental sensibility" FDMX
- "different and extraordinary" Neu-Ulmer Zeitung
- "lovely animation" The Reel
- "brilliantly done" TouchExplode
- "masterfully crafted" Helmut Pusch, Südwest Presse
- "great typographical ad campaign" BizWeek
FURTHER PUBLICATIONS
- The Reel DVD, UK, Nov 2007
- 'boards screening room, Canada, 2007
CREDITS
Director: Max Hattler
Client: IKEA
Production Company: Bermuda Shorts
Producer: Lisa Hill
Animation: Max Hattler, Martin Lye, Martin Morris, Tom Mitchell, Jason Guest, James Butler, Katy Milner, Christopher Harrup, Asa Lucander, Oli
Agency: Beattie McGuinness Bungay
Creatives: Trevor Beattie & Simon Bere
Agency Producer: Jane Oak
Sound: 750mph
Length: 1'00" / 0'40" / 3 x 0'10"
Year: 2007