Just How Did Ikea Make Those Shirts Fly?

Behind-the-Scenes Film Reveals Why We Empathize With Clothing

Published On
Jan 29, 2015

Editor's Pick

If you were wondering how Ikea made those shirts and t-shirts fly in its stunning Joy of Storage ad, released earlier this month, this behind-the-scenes video by VFX house MPC reveals some of the secrets. Along with director Dougal Wilson and agency Mother, puppeteers and animators were involved in what animator Tim van Hussen calls "a weird mix between character animation and getting a performance out of inanimate objects." As the video explains, the ultimate aim was for the viewer to empathize with the shirts -- something we think they achieved.