Set design + motion, Erik Smith

Set design and motion work: lead interior designer on three national commercials for IKEA US.

Commercial set design

These spots required designing environments that read correctly on camera under studio lighting, a different constraint than designing a room to live in. The spatial decisions are the same (sightlines, material contrast, focal anchors), but the success metric shifts from “how does this feel to be in” to “how does this read at 24fps.”

IKEA expert videos

The interior tips series is customer education focused on reducing the gap between seeing a product in a showroom and knowing how to actually use it at home. The design challenge is communicating spatial logic in two minutes to someone who has never thought about sightlines or material tension before.

Erik Smith, Design Engineer & UX Designer