Campaign Concept Testing: Camping In Your New Home / by Frederik van den Berg

Trying to make 'staying in' feel like 'going out'

Trying to make 'staying in' feel like 'going out'

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. 

Testing the composition concept with a 24mm lens

Testing the composition concept with a 24mm lens

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. 

The scene worked much better with a 50mm but cropped a lot of plants.

The scene worked much better with a 50mm but cropped a lot of plants.

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. 

Testing lighting ideas with plant silhouettes

Testing lighting ideas with plant silhouettes

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:

Bergwelten Magazine with some of my photos inside

Bergwelten Magazine with some of my photos inside

Candles, a headlamp and an iPad were the only sources of light

Candles, a headlamp and an iPad were the only sources of light

Candles under plants gave a bit of camp-fire lighting

Candles under plants gave a bit of camp-fire lighting

More campfire feeling

More campfire feeling

A YouTube video keeping me company and lighting the inside of the tent

A YouTube video keeping me company and lighting the inside of the tent

Sleeping bag and headlamp - camping essentials

Sleeping bag and headlamp - camping essentials

What this is all about: finding new ways to take good pictures and tell interesting stories.

What this is all about: finding new ways to take good pictures and tell interesting stories.

The final version of my living room campsite. 

The final version of my living room campsite. 

Now that I've just taken it all down I wonder, what should I put here next?

Thanks for stopping by, 
-FVDB