Together with IKEA creative hub, PJADAD, through conceptualisation and art direction, crafted the new IKEA smart lighting global launch campaign and the TRÅDLÖS collection. Containing a number of still images and live-action spots, PJADAD cleverly explores the collection and the new product's contribution to innovation in the home. As part of the launch, PJADAD also made three films, produced by Naive, highlighting the importance of smart lighting at home.