At the centre of the idea was a simple truth, that Christmas rarely looks like the version we see in advertising. Instead of polished, idealised moments, the campaign focused on something more recognisable, a slightly chaotic, familiar family Christmas.

Through film, music and imagery, we created a story that felt real and emotionally grounded, reflecting the small imperfections that make the season feel genuine.

To challenge the idea of a “perfect Christmas” and reposition it as something more personal and flexible. The campaign aimed to create an emotional connection with the audience while staying true to the IKEA brand.

The line “Let’s Put Christmas Together” connected the idea back to IKEA, referencing both togetherness and the act of assembling, turning a functional truth into an emotional one.

The campaign resonated strongly with audiences and won Best TV Commercial at the Icelandic Advertising Awards 2023.

I led the ideation in close collaboration with the Creative Director, shaping the core concept and visual direction of the campaign.

On set, I art directed all visual elements, working across cinematography, styling and composition to ensure a cohesive and emotionally grounded final result.