BROOKLYN, NY
CURRENTLY READING
MORT by TERRY PRATCHETT
CURRENTLY
@ REFLEXGROUP
LISTENING TO
SAINT LEVANT
abc carpet & home
In NYC, few haven’t heard of the iconic abc carpet & home flagship store. Known for its eccentric style and vibrant colors, abc is a bohemian wonderland where creativity meets sophistication. The one of a kind home goods company approached us to breathe some magic into their rug collection. The result? A series of whimsical spin offs that encourage you to bring that magic home.
CAMPAIGN
PHOTOSHOOT
Art Direction: Ilan Belokon
3D Animation: Sebastian Baptista
When abc approached us to revive their one-of-a-kind rug collection, we jumped at the chance. Thus was born the "flying carpet" concept featuring a selection of unique rugs in various iconic NY locations. After launching five unique stills and a 3D animated video across digital and OOH platforms, every rug featured in the campaign sold out.
As we continued brainstorming magic for abc we wanted to see the rugs come alive in other ways other than flight. Choosing to focus on the often dynamic an colorful patterns present in most of their collections, we began experimenting with some new ideas of our own. The witty and playful animations made a splash with the abc team and they bought the entire collection of our experimental venture.
Art Direction & Animation: Ilan Belokon
Creative Direction: Gini Lavore
Animation: Aisha Bikebayeva
This photoshoot for abc carpet & home brought their latest line of handmade rugs to life. From concepting and preparation to the final shoot, we crafted a campaign that embraced a timeless full-room aesthetic. Using Midjourney image generation and Photoshop, we developed detailed visual “sketches” to guide setups, styling, and lighting. These references shaped the shoot, resulting in five stunning vignettes featuring over 20 rugs—each showcasing the artistry and elegance of abc’s collection.
Art Direction: Ilan Belokon
Creative Direction: Cobey Lusinger
Photography: Judy Pak
Set Design: Elvis Maynard
Project Management: Sora Reid
When abc approached us to revive their one-of-a-kind rug collection, we jumped at the chance. Thus was born the "flying carpet" concept featuring a selection of unique rugs in various iconic NY locations. After launching five unique stills and a 3D animated video across digital and OOH platforms, every rug featured in the campaign sold out.
Art Direction & 3D Design: Ilan Belokon
Creative Direction: Gini Lavore
3D Animation: 3DO Studio
Project Management: Sora Reid
abc carpet & home
©2025 ILAN BELOKON
abc carpet & home
When abc approached us to revive their one-of-a-kind rug collection, we jumped at the chance. Thus was born the "flying carpet" concept featuring a selection of unique rugs in various iconic NY locations. After launching five unique stills and a 3D animated video across digital and OOH platforms, every rug featured in the campaign sold out.
Art Direction & 3D Design: Ilan Belokon
Creative Direction: Gini Lavore
3D Animation: 3DO Studio
Project Management: Sora Reid
When abc approached us to revive their one-of-a-kind rug collection, we jumped at the chance. Thus was born the "flying carpet" concept featuring a selection of unique rugs in various iconic NY locations. After launching five unique stills and a 3D animated video across digital and OOH platforms, every rug featured in the campaign sold out.
Art Direction & 3D Design: Ilan Belokon
Creative Direction: Gini Lavore
3D Animation: 3DO Studio
Project Management: Sora Reid
This photoshoot for abc carpet & home brought their latest line of handmade rugs to life. From concepting and preparation to the final shoot, we crafted a campaign that embraced a timeless full-room aesthetic. Using Midjourney image generation and Photoshop, we developed detailed visual “sketches” to guide setups, styling, and lighting. These references shaped the shoot, resulting in five stunning vignettes featuring over 20 rugs—each showcasing the artistry and elegance of abc’s collection.
Art Direction: Ilan Belokon
Creative Direction: Cobey Lusinger
Photography: Judy Pak
Set Design: Elvis Maynard
Project Management: Sora Reid
Art Direction & Animation: Ilan Belokon
Creative Direction: Gini Lavore
Animation: Aisha Bikebayeva
As we continued brainstorming magic for abc we wanted to see the rugs come alive in other ways other than flight. Choosing to focus on the often dynamic an colorful patterns present in most of their collections, we began experimenting with some new ideas of our own. The witty and playful animations made a splash with the abc team and they bought the entire collection of our experimental venture.
©2025 ILAN BELOKON
©2025 ILAN BELOKON
When abc approached us to revive their one-of-a-kind rug collection, we jumped at the chance. Thus was born the "flying carpet" concept featuring a selection of unique rugs in various iconic NY locations. After launching five unique stills and a 3D animated video across digital and OOH platforms, every rug featured in the campaign sold out.
Art Direction & 3D Design: Ilan Belokon
Creative Direction: Gini Lavore
3D Animation: 3DO Studio
Project Management: Sora Reid