About this project
IKEA tasked me with dreaming up a range of completely ludicrous products — fake launches designed to cause a stir on April Fools' Day. The brief was simple: make people genuinely unsure whether IKEA would actually sell this.
Why I love this project
Complete creative freedom to be ridiculous. No guardrails, no sign-off fatigue — just the brief to make people do a double-take. That kind of trust from a global brand is rare, and we had an absolute blast with it.
