Context
Wavemaker led a partnership with IKEA and Vox Media to design a 187-sq-ft mobile Tiny Home. IKEA aimed to showcase sustainable, multifunctional, and affordable living solutions while demonstrating how its furniture and design expertise could make small spaces functional and stylish. The campaign leveraged digital storytelling to educate and inspire audiences about sustainable living and IKEA’s commitment to innovation.

What I Did

• Led content strategy and acted as agency liaison between IKEA, Vox Creative, ESCAPE, and external agencies.

• Developed and pitched the campaign concept, negotiated partnership terms, and presented activations to the client.

• Oversaw the Tiny Home production team to ensure brand alignment and sustainability goals.

• Directed content strategy across media, social, and interactive channels, including video storytelling, shoppable features, and sustainability experiences.

Results / Impact

• Successfully amplified IKEA’s sustainability messaging across Curbed, Vox Media’s network, and proprietary ad marketplace Concert, reaching a broad, engaged audience.

• Delivered a shoppable, interactive Tiny Home experience that allowed audiences to explore furniture and lifestyle solutions while connecting brand purpose to everyday sustainable actions.

• Generated measurable engagement with consumers on sustainability, multifunctional living, and IKEA’s design solutions, strengthening brand perception and awareness.

• Demonstrated innovative collaboration across creative, media, and experiential teams to deliver a campaign that combined immersive storytelling, social impact, and digital interactivity.