Welcome to the Campaign Creativity bulletin, bringing you the best in commercial creativity over the past week.

Before Solange took the stage at Coachella with her sister Beyoncé in a historic musical performance, she premiered a mesmerising video and dance piece in collaboration with Uniqlo

“Metatronia” was commissioned by the retailer as part of a campaign by Droga5 London, and it is unlike anything you’ve seen in advertising. The artwork directed by Solange explores the theme of creation and also includes an original sculpture created by the singer-songwriter, which will be showcased at select locations across the US. 

Another lovely piece of creative work to come out today is from Ikea. Created by Mother and directed by the masterful Dougal Wilson, the film shows a gang of stylish ghosts gatecrashing a dull house party. Ikea’s marketing director called it one of his favourite campaigns from the brand because it serves as a “perfect metaphor” to encourage people to express their personalities at home. 
-Brittaney Kiefer, creativity editor, Campaign 

Solange directs a mesmerising dance performance for Uniqlo
Ikea's stylish ghosts offer home inspiration in campaign about self-expression

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