IKEA | Producer & Director

As a freelance producer and director of IKEA’s Everyday Rituals editorial and in-store series led a five-part branded documentary series exploring home, identity and the rituals that shape how we live. I led the creative development and casting of a body of work exploring how life at home shifts across different stages, cultures and lived experiences. I then remotely produced all five shoots and directed them with international crews in London, Berlin and Mumbai. Shot in domestic spaces across multiple geographies, the series is rooted in a simple but expansive question. How does home change shape over time, and how do we, in turn, shape it?