This summer we spent some time documenting IKEA's tour of experiential marketing activations at different locations around Toronto. This booth was part of their Most Helpful Button in the World Campaign. Consumers were invited to come up and push the button and were rewarded with an IKEA branded tape measure and a 2014 catalogue. Our main focus was to capture consumer interactions with the brand ambassadors as well as the booth. We used a variety of focal lengths to show various aspects of the activation including how the booth fit into the different settings and detail shots of the branding and crowd reactions. After four days of shooting we walked away with some great shots, check out some of our favourites.