In HOMO IKEUS, we looked at life at home through a scientific lens, placing IKEA within the evolution of humans in their natural domestic habitat.

The result was a playful study of a peculiar species: HOMO IKEUS, a remarkably well-assembled modern human who has learned to adapt the home to life, rather than the other way around.

The campaign was built around a simple idea: a nature documentary observing a species whose domestic life revolves around IKEA products. Through humour and exaggerated observations of everyday behaviour, familiar moments became the distinguishing traits of this newly discovered “species”.

The campaign was narrated by Guðni Kolbeinsson, the Icelandic voice of David Attenborough’s nature documentaries. For Icelandic audiences, his voice is inseparable from the world of wildlife and natural history, making him the perfect narrator for our study of HOMO IKEUS. The timing was particularly fitting as David Attenborough celebrated his 100th birthday the same year.

The campaign set out to remind people that IKEA is not simply about furniture, but about solutions to real human needs.

With HOMO IKEUS, we wanted to show how ingenuity, adaptability and the desire to get a little more out of every square metre appear in everyday life. At the same time, we wanted to create a distinctive and ownable world for the brand that could extend across channels and product categories.

The visual world of the campaign drew inspiration from anthropology, wildlife observation and the classification of species.

Above all, we looked back at the illustrated books we loved as children. What fascinated us about humans when we were young? And what fascinates us about them now?

We treated the ordinary with complete seriousness, presenting everyday behaviour at home as though we were documenting a previously unknown human species.

The small things most of us recognise, from organisation and storage to eating habits, sleep and the eternal struggle for space, became the defining characteristics of HOMO IKEUS.

HOMO IKEUS is constantly evolving, and so is IKEA.

I developed the visual direction for the shoot, building the image style from early references and visual research through to final execution. I sourced and curated reference imagery, worked closely with casting to shape the right mix of talent, and directed the stylist to ensure the wardrobe supported the tone and positioning of the brand.

During production, I worked closely with the photographer on framing, mood, and overall visual consistency to help bring the concept to life across the full image series.