For Ikea’s “Made by the Johnsons” commercial, I directed and creatively led the production of a spot designed to show how families build their homes over time. Instead of relying on visual effects, we built a massive transforming set on a sound stage: walls that shifted, couches that flipped up from the floor, and tables and lights that dropped into place from above.

Using a motion control crane, we shot the evolving living room in multiple passes, later stitching everything together in post. The challenge came in timing — each physical element moved at its own speed, from a couch flipping in 10 seconds to a cat leaping across frame in just 2. I recalibrated the motion control system on set, adjusting speed between passes to ensure every element aligned seamlessly in the final composite.

To connect with a global audience, we also filmed the sequence with different casts representing a range of families. The result was a practical effects-driven ad that captured the Ikea spirit of adaptability, family, and home — without digital shortcuts.