ilanbelokon

abc carpet & home

In New York City, 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 viewers to bring the 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. And so the "flying carpet" concept was born, 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.

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

abc carpet & home

abc carpet & home

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.