Talking to the designers inspired us to focus on the raw materials as there was a strong shared passion around those. But as this is a teaser we would like the viewer to wonder what is really going on here. It should feel like Ikea but in a different way. The abstractness combined with an unmistakably Nordic vibe should leave the viewer with a feeling of wonder and curiosity about the upcoming collection.

As we had a non-existing media budget, we shared the film ourselves in our networks and wrote selected websites and asked politely if they would write about it. From there it took off and it got shared across various global media: Adweek, Fastcompany.com, Curbed, Dezeen, Highsnobiety, HUH Magazine, Hypebeast, It's Nice That, Lüerzers Archive and more.

Almost 300.000 total views, 5.000 likes & shared by almost 2.000.

This is without having had an actual pr/influencer strategy and a budget of zero euros to push the film.