The first work for Ikea out of McCann New York is a little bit "hard" to watch.
"A World Without Textiles" is a two-minute web film directed by Paranoid's Olivier Babinet that imagines a world where pillows are tree trunks and underwear is made out of aluminium foil. The film is the introduction for Ikea's upcoming 2013 catalog which McCann will release alongside Ikea's in-house agency, ICOM.
McCann New York was named global agency of record for the Ikea catalog last August, and in November the shop was also tasked with overhauling the retailer's website.
For more on this work, visit Creativity -Online.com.