IKEA | DRÖMKÖK - capturing the moment
Prepare yourself for a pure visual marvel!
When imagination is let loose, when the talents of a competent team of photographers, designers and conceptors are merged, one can expect no less than true greatness.
If nothing else, this project is a cause to celebrate creativity on warp speed!
What awestrucked me first and foremost is the concept of frozen and instantly captured people on interior sets! Wow! Also the photographic fluidity, which means a large amount of technical expertise was available, so that the camera travellings were always at the exact same height.
That's something! I mean - it's pretty challenging to adapt this type of project to web limitations and, I think it delivers a fantastic experience.
The fact that all scenes are suspended in time with objects that defies gravity to drives the point. Look out for bags falling, sparkling wine erupting, bubble gum standing, water jetting, clothes thrown, chicken flying, slices of bread dancing - the viewer - in order to understand what is going on - must permit the mind to take in the surroundings.
A tasty visual puzzle it is, to catch on, on all the details.
Which is the whole point of this project, right? This manufacturer of cheap and trendy furniture appeals and targets its audience by demonstrating real life situations with an emphasis on relationship and conviviality taking place in the most important room of a home: the kitchen / dining area.
DRÖMKÖK btw means dream kitchen.
Add to this, which in itself is no small achievement, a real 360 degrees rotation where all the scenes, on first take, seems to melt into one another seamlessly. The absolute brilliance of the editing is revealed as the sets rotate, each new scene appears and shows now not only a different angle of the room, but in fact, hides the previous and reveals a completely different one.
An absolute must see encore and encore! - netdiver.net [sic!]
posted by sw n| @ 4:31 PM
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