IKEA® Campaigns

“Find Your Style 101”


In 2016, IKEA® approached HYPEBEAST for a branded content campaign, titled “Find Your Style 101.” HYPEBEAST produced a series of three tutorials aimed at archetypal millennials gearing up for their first dorm rooms and apartments. I wrote and hosted the first of the videos, below.

“Moving is the chance to transform an expressionless space into a reflection of your personality and style. Whether your move is into a new apartment, or into a dorm during the back-to-school Fall season, you always want your new home base to be an expression of what you love. For sneaker fans, the challenges of setting up a new apartment can be unique — wall space and storage are always at a premium, both for displaying your kicks and stashing your shoe boxes; accessibility is important, and you still need somewhere to sleep.

With that in mind, HYPEBEAST partnered with IKEA to set up a clean and contemporary sneakerhead space.”

The video went viral, racking up over 2M views on YouTube and 2.5M views on Instagram, for a total of over 5M+ unique impressions.

The campaign was a success and went on to win a 2017 Effie Award for Best New Media Idea.

“Style Clash”


After the success of the previous campaign, IKEA® and HYPEBEAST revisited their collaboration with a series of “Style Clash” videos that I wrote, produced and provided the voice-overs for: