• D&AD Festival 2019
    21-23 May, London
  • 21-23 May, London
Get Passes
  • Loading…


Award: Graphite Pencil

Graphite Pencil / Film Advertising / TV Commercials / 2015

Created by Mother, with VFX from MPC, this film combined breathtaking landscapes with vivid realism to showcase the comfort of IKEA beds. The epic and ethereal spot follows a dreaming protagonist as she falls through the sky in search of the perfect night's sleep. Director Juan Cabral's innovative approach saw the protagonist and many of the beds hung from cranes suspended over buildings during the three-day shoot in Johannesburg. Much of the action was caught in-camera, with VFX then used to embellish the shots. Stunning cloud matte paintings were created along with CG beds, and extensive compositing and intricate rig removal tied the piece together seamlessly.

Register Now to
Keep Reading

Once registered you will have access to this article and all other features, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again