The IKEA 'Every Day Rituals' campaign, crafted for online and in-store platforms, is a vibrant celebration of diverse, authentic lives. The project stands out for its global reach and its focus on amplifying representation, by strategically casting unique stories for the campaign, especially for trans women.

Filmed in collaboration with an all-female crew in Mumbai and directed from afar, it blends high-quality storytelling with brand advocacy, breaking new ground in short-form content. The campaign's success lies in its seamless integration of real-life experiences with lifestyle branding, showcasing a commitment to genuine human connection and global inclusivity.