This campaign was created for IKEA Nederland to support the recruitment of new colleagues for the kitchen department. I was asked to build an image library that feels unmistakably IKEA: open, human and grounded. The focus was on care for one another, shared joy, and the quality of the working environment. We photographed real moments during a regular workday in-store, capturing colleagues as they are: engaged, playful and proud of what they do. The result is an authentic, energetic body of work that reflects IKEA’s culture from the inside out.

Thank you to the team: Creative agency Home • Producer Jelynn Timisela • Creative Michael Boersma • Project Manager Gita Jagessar • Models Vivianne, Marinde, Ronald, Johan, Merel, Sonja • Client Miranda de Mooij • Special thanks to the IKEA Utrecht team for their openness and trust