Serial Cut's Cuentos de Navidad for IKEA
IKEA enlisted Serial Cut to promote its range of Christmas products to its Spanish-speaking audience with a trio of interactive stories: "La FRAKTA Mágica," "El Bosque Debajo De La Mesa," and "La Navidad Que Fui Duende." (Click Empezar at the links to start.) The revisions of traditional tales included floating elements, like ornaments, stars, and presents; stacks of toys and dishes; and fir-lined backdrops created by Sergio del Puerto and his team of 20.
"We had complete freedom, except for the overall themes (living room, kitchen, and office), which were determined by IKEA to keep the voice of the catalogue," the creative director explained. "We rented a warehouse for three weeks and used a bit of improvisation – sketching while mounting the scenes." Serial Cut also made the interior images for each cuento. "It was really a pleasure," del Puerto added. "It's unusual for a big client to approve first or second attempts, but IKEA believed in our vision."
Photographer: Paloma Rincon
Production: The Mushroom Company