ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
Craft in Motion / Film / Cinematography
Annual ID
ADC102_MOT042B
About the Work
Armed with our belief that our homes have the power to make us happier, we needed to find a narrative to resonate with a wide audience. We’ve all felt grumpy, unhappy, and, well, troll-like when we let our homes fall into a state of mess or disrepair (Oxford’s 2022 word of the year: goblin-mode, anyone?). So we found that the recognizable tale of the grumpy troll under a mythical bridge fit the bill perfectly for a universally-relatable “home” in desperate need of some love and attention from IKEA.
The film was shot in Slovenia, under a real-life bridge which was then replicated in-studio. All elements of cinematography, including lighting, framing, and composition worked together to create a believable world for our troll and his story to live. Particular attention to detail was needed to seamlessly integrate the real elements of the bridge and surrounding environment, the practical troll costume, and the CGI magic that brought it all to life. Intentional and painstakingly detailed creative direction went into every scene, and every moment captured on film. With purposeful editing and the artful use of CGI, VFX, and SFX, the spot instantly transports the audience (wherever they might live in the real world) into a mystical environment. Each moment captured allows the audience to connect with and identify with our troll, as they witness him transform his home and himself through interactions with his new friend and as they redesign the living space.
The film was shot in Slovenia, under a real-life bridge which was then replicated in-studio. All elements of cinematography, including lighting, framing, and composition worked together to create a believable world for our troll and his story to live. Particular attention to detail was needed to seamlessly integrate the real elements of the bridge and surrounding environment, the practical troll costume, and the CGI magic that brought it all to life. Intentional and painstakingly detailed creative direction went into every scene, and every moment captured on film. With purposeful editing and the artful use of CGI, VFX, and SFX, the spot instantly transports the audience (wherever they might live in the real world) into a mystical environment. Each moment captured allows the audience to connect with and identify with our troll, as they witness him transform his home and himself through interactions with his new friend and as they redesign the living space.
2023 Awards
Total Points: 9
Bronze Cube
Credits
Agency
Rethink
Client / Brand
Ikea
Production Company
Division Films
Opc
Music / Sound Production Company
Vapor Music
Post Production Company
Nimiopere
Color Collective
Media Agency
Carat
Art Director
Caroline Friesen
Writer
Robbie Percy
Chief Creative Officer
Aaron Starkman
Mike Dubrick
Creative Director
Caroline Friesen
Robbie Percy
Director
Nick Ball
Director of Photography
Daniel Voldheim
Editor
Graham Chisholm
Executive Producer
Julie Axell
Claudia Guevara
Krzysztof Wiecek
Photographer
Ernest Winczyk
Strategist
Sean McDonald
Jay Fleming
Meredith Montgomery
Account Director
Megan Christopher
Catherine Blouin-Mainville
Tracey Cronin
Account Supervisor
Erica Francis
Associate Creative Director
Karine Doucet
Senior Integrated Producer
Terri Winter
Jessica Luong
Visual Effects
House of Parliament
360 Studio
Justin Chan
Stephanie Sherwood
Account Manager
Gabrielle Bergeron
Broadcast Producer
Annick D’Auteuil
Cluster Marketing Communications Leader
Jacqueline Wark
Colourist
Alex Bickel
Digital Manager
Kevin Martins
Director of Brand Marketing
Claudia Mayne
Director of Broadcast Production
Shelby Spigelman
Nadya MacNeil
Editorial Lead
Lianne George
Group Account Director
Kiara Wilson
Head of Marketing
Johanna Andren
Integrated Media Leader
Marissa Fischer
Integrated Production Consultant
William Cranor
Interior Design
Donna Irvine
Interior Design Leader
Lindsay Marsh
Marketing Communications Specialist
Nadia Kassam
Media Supervisor
Christine Ma
Music director
Ted Rosnick
Photography
Photoby - Wunderkamera
Production Design
Marco Puig
Public Relations Leader
Lisa Huie
Senior Digital Planner
Sherlaine Verdes
SENIOR PRODUCER
Chantel Brinkman
Andrew Schulze
Studio Director
Brad Kumar
Troll Builder
Martin Pec
Troll Design
Aaron McBride
VFX supervisor
Peter Smith
Vice President
Karen Hrstic
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