IKEA, The Hare

Sam Pilling

Pulse Films

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Sam Pilling’s epic spot for IKEA is a modern take on the age old classic tale of ‘The Tortoise and the Hare’ and the virtues of taking things slow. With characters designed and built by the master model makers at Robert Allsopp & Associates.

Combining an inherent love of cinema and a methodological mind for craft, Sam Pilling has become an award winning director working across commercials and music videos, collaborating with artists like The Weeknd, J.Cole, Major Lazer and DJ Shadow (most notably his iconic music video “Nobody Speak” featuring Run The Jewels). No matter who he collaborates with, his videos are highly stylised set pieces based on wildly original concepts. Sam’s branded work includes commercials for AUDI, IKEA, Lloyd’s Bank and KFC and he has won awards at Cannes Lions, D&AD, British Arrows and the UK MVA’s.