The result was a set of diverse creative approaches that demonstrated the breadth of storytelling, tone, and executional possibilities within the same brief.

For this project, IKEA and The Newtons Laboratory challenged us to create a unified 360° campaign under the theme “Organize Your Life”, asking for a big central idea supported by a hero video, three social‑first executions across TikTok, Instagram Reels, YouTube Shorts or Pinterest, and one activation capable of living in the real world or through digital interaction.