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IKEA Wonderful Everyday Life Set 1

https://youtu.be/1KwfxOfNJXY

“There is a vitality, a life-force, an energy, a quickening that is translated through you into action. And because there is only one of you in all of time, this expression is unique. If you block it, it will never exist through any other medium and be lost. The world will not have it. It is not your business to determine how good it is, nor how valuable, nor how it compares with other expressions. It is your business to keep it yours clearly and directly, to keep the channel open…. whether you choose to take an art class, keep a journal, record your dreams, dance your story or live each day from your own creative source. Above all else, keep the channel open.” – Martha Graham, Sark

The “Wonderful Everyday Life” is based on hundreds of secrets to all the special moments in everyday life, submitted by the IKEA staff. The IKEA UK team and our South African production Groundglass, collaborated on this cinema and television film which follows a couple through their life together, juxtaposing their real everyday moments with dream like versions of each experience.

I was humbled with all the creativity, hard work, long hours and friendships by all the people involved in the production of this film. This is my 4th year of working with the UK IKEA team. Through the years, I have photographed daily struggles and successes, from early hours of daylight into the late nights. “Wonderfull Everyday Life” was filmed over 3 days, 6 different sets and location. Follow the full story on www.loveandrocket.co.za over next few days.

“In this film we want to bring to life the sentiment of the wonderful everyday… This really is a celebration of how the little things are the big things. We firmly believe that this is one of the most inspirational and affecting ad campaigns we have launched to date.” – Laurent Tiersen, IKEA UK and Ireland

“Enjoy the little things in life. Maybe, they are really the big things”.