News / Advertising

RBG6 shoots series of shadow-cast vignettes for IKEA

Stockholm-based commercial production duo RBG6 has devised and shot a new series of short adverts for IKEA’s new Sinnerlig collection, making intense use of light and shadow and a cinematic noir aesthetic.

The commercial vignettes make a notably strong use of shadow. Shot in darkened rooms, the scenes are invaded by high-contrast beams of light casting the Sinnerlig furniture in extreme spotlight. Noir-ish long shadows emerge from the products growing and shrinking across the minimalistic room, as they creep up a flight of stairs, and through the monochromatic field of view.

The products, revealed slowly and made to look monolithic, are announced in name and price finally moments before a cut to black.

Among work for other leading brands, including LG, Nintendo and Lego, RBG6 has famously directed a number of campaigns for IKEA. The Lullabies series features slow-mo conceptual dreamscape worlds inside the minds of people sleeping on IKEA beds, and the stopmotion Sofas series shows IKEA furniture in outlandish lifestyles and scenarios, advertising its versatility.

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RBG6: Sinnerlig campaign for IKEA

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RBG6: Sinnerlig campaign for IKEA

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RBG6: Sinnerlig campaign for IKEA

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RBG6: Sinnerlig campaign for IKEA

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RBG6: Sinnerlig campaign for IKEA