Ikea has released a teaser for its upcoming collaboration with Danish furniture company, Hay – the Ypperlig Collection.

It teases.

It could almost be a supernatural thriller, but the ad by Copenhagen agency Nikextension in partnership with Barkas and Kuhl & Solvstrom, seems to be doing its job.

According to Nikextension, the ad has achieved 100,000 view globally across all platforms in its first three weeks.

The – let’s just state it – weird ad was directed by Nikextension creative director, Nikolaj Fremming.

Perhaps some of the mystery in the ad is explained by the fact that none of the products in the new collection could be shown because they are not yet ready.

The materials used to create the collection are represented – the glass orb, plastic monolith, wooden twister and cotton rug.

Everything was built and created in 3-D, to accommodate both budget and time constraints.

“Plus, doing it in 3-D allows for total flexibility, which is handy when you’re having to deal with two clients—and our own vanity—at the same time,” Flemming noted.

 Credits:

Agency: Nikextension
Creative direction: Nikolaj Fremming/Nikextension
Concept: Barkas, Morten Kuhl & Nikextension
Art directors: Morten Kuhl & Mike Wittrup @ Barkas
Design & animation: Morten Kuhl of Kuhl & Solvstrom
Sound design: Malthe Madsen & Kasper Littauer