Campaign Concept Testing: Camping In Your New Home
What do people usually do with living rooms? I haven't had one in quite some time, so I didn't have much furniture for the big room in my new apartment.
What I did have was a tent and a wandering imagination.
This started as a campaign idea for an IKEA advertisement; a person, in a room with a tent looking for furniture in the new IKEA catalog. It would have a playful and simple visual message based around the feeling of moving into your first own home (even though this is not my first).
The execution would have been simple for the initial concept: daylight, a tent, a lamp, coffee cup, and the catalog in my empty living room.
But then my imagination wandered... the tent concept would look cozy at night, with street lights outside giving the effect of moonlight, and the lamp focusing the viewer on the catalog. And from there, the concept continued until it became something completely different.
Since I've been busy with moving, launching a big project with the Gipfeli Collective, and various photoshoots for new clients, I haven't had much time to enjoy the outdoors. And since my adventure-buddy Georg is hobbling around with a torn ACL and my old Shred-buddy Kris is hobbling with an out-of-commission ankle, I thought this little camp could resemble those moments when we want to be outside, but can't. It became a little camp for planning future trips, for reading and concentration (I was told to refrain from the imminent pun).
The camp remained in my living room for at least two weeks until I finally had the scene that I wanted.
Here are some of the details with the final scene below:
Now that I've just taken it all down I wonder, what should I put here next?
Thanks for stopping by,