BUGABOO
Abstracted Living for Artful Parenting
For Bugaboo's campaign, IOIA built a geometric world where the mundane meets the magical. Elevating the act of setting up a travel cot into an artful narrative the film departs from generic 'lifestyle' visuals often associated with parenting products.
The IOIA team pushed to reduce visual clutter, constructing an abstract yet premium living space that would showcase the notable speed and ease of this cot setup. Muted blues and reds, geometric furniture forms, and curated pieces from Dutch designers create a contemporary atmosphere.
The carefully curated aesthetic balances soft tones with vibrant accents, playing with glossy and matte finishes. The meticulous process involved designing, modelling, and perfecting each element in collaboration with a skilled woodworker.
In a world often dominated by the practicality of parenting products, IOIA breathed artistry into a commercial item, leaving a lasting impression.
Client ~ Bugaboo
Directors ~ Insane
Art Direction ~ Insane & Studio IOIA
Set Design ~ Studio IOIA
Production ~ Cake Film & Photography
DOP ~ Remko Schnorr
2020
