A father lifts his family away from their mundane evening activities to indulge in a moment of sacred family time in this IKEA spot, created by Leo Burnett Toronto in collaboration with Mill+ Directors Alex Maxwell and Westley Sarokin.
Director Alex Maxwell "We were really drawn to this story with its optimistic outlook on a challenge we all face regularly; our struggle with the influential force that is our tech-enabled lifestyle dissuading us from engaging with each other in-person, or in this case, having dinner with your family.
We wanted this family’s dinner to be special but with a warm, everyday feel. Our use of VFX highlights this point as the floating metaphor is incorporated in such a way that comes off as normal, part of the family’s routine, unquestioned and unsensational. The result is a lifestyle piece that’s understated and familiar, even though they come together in an otherworldly way."