The brief.
Weber Shandwick and Hope&Glory needed a campaign film that could carry a hard statistic: 151,630 children in the UK living in temporary accommodation. The creative concept used IKEA's FLISAT dollhouses, dressed to reflect real conditions families face, displayed inside IKEA stores.
My job was to make the miniatures read as rooms. Not as toys. The whole campaign hinges on the viewer forgetting they're looking at a dollhouse.
How we shot it.
- Macro cinematography on probe lenses to put the camera inside the miniature spaces
- Lighting scaled to the set: small fixtures, hard-fall practicals, dollhouse-window daylight
- Slow, considered moves to let detail register
The probe lens does the heavy lift. It puts the eye inside the room rather than over it. Combined with careful light, the scale reads true.
Where it ran.
The campaign film looped on screens inside IKEA stores alongside the physical dollhouse installations. The wider PR push reached national press.
Recognition.
The campaign picked up three industry golds and a Cannes shortlist. Awards were won by Weber Shandwick and Hope&Glory. Small Batch shot the work.
