IKEA HK 45th Anniversary: Life is Better Together
Bringing a massive, multi-touchpoint 45th-anniversary concept to life. The challenge wasn't just about ideation, but rigorous execution—managing tight production timelines, complex TVC post-production, and ensuring visual consistency across dozens of offline and online formats while strictly adhering to IKEA's global brand guidelines.
THE CRAFT OF LOCALIZATION.
The campaign’s core narrative celebrated everyday Hong Kongers alongside iconic IKEA products (the FRAKTA bag, the MAMMUT stool). Taking charge of the execution phase, my strategic focus was on "Visual Guardianship." I meticulously oversaw the photography retouching, typography, TVC super integrations, and color grading to ensure the local warmth translated perfectly across every single deliverable without compromising IKEA's signature clean aesthetic.
