Turning everyday fixes into standout campaign content

When VML developed a playful idea showing how IKEA furniture can cleverly disguise everyday imperfections around the home, Curious was brought in to turn the creative concept into a suite of engaging campaign assets.

Working within a modest production budget, we built a series of room sets at the Curious studio before capturing both photography and film under the direction of Dan Humphreys. Every scene was carefully designed to feel authentic, allowing the campaign’s simple yet effective creative idea to take centre stage while maintaining IKEA’s distinctive visual style.

Following the shoot, our post production team crafted each execution into polished campaign content, creating a cohesive collection of assets ready for multi-channel use. The campaign’s creativity and craft went on to earn recognition with a shortlist at the 2026 D&AD Awards.

Services: Shoot Production | Post Production