We featured real people, highlighting natural moments within different home scenarios to showcase the emotional benefits of the IKEA Family credit card – focusing on the feelings of reassurance, joy or comfort, which come from living life in a sustainable but fulfilled way.

To capture the feelings or emotions of each moment, we used a series of 3 images, taken from different angles or capturing different expressions or actions, in a ’photoburst’ effect – inspired by my own attempt at capturing moments with my son. This use of multiple images helped establish an ownable visual identity for the credit card, giving it standout within the store, and alongside other collateral and media.