IKEA

Context

IKEA’s product campaigns needed to move. Our team was brought in to handle the animation side of digital billboard and City Light campaigns distributed across Austria, working alongside IKEA’s marketing and graphic design teams who provided the content and visual direction.

What I did

My role was to take finished designs and bring them to life across a wide range of formats: video walls, interactive video walls, email newsletters and web ads. Each format had its own technical constraints, file size limits, toolchain and delivery requirements.

The real challenge was scale. Every campaign came with a large number of variations, and producing each one individually would have been unsustainable. I designed a smart templating system that made it possible to generate all variations efficiently from a single source, and that same system was reused across multiple future campaigns.

The trade-off

Every campaign shipped dozens of variations across video walls, newsletters and web ads, each with its own constraints. I could have hand-produced each one, but at that volume it would never have stayed consistent or on schedule. So I spent the time up front building a templating system that generated every variation from a single source, slower to set up once, far faster and more reliable on every campaign that followed.

The result

IKEA campaigns ran across Austria with animations that matched the quality and precision of the brand. The templating approach I built didn’t just solve one campaign, it became the repeatable process that made every subsequent campaign faster and more consistent.