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.
ANIMATION
CAMPAIGN
PHOTOSHOOT
Art Direction: Ilan Belokon
3D Animation: Sebastian Baptista
Building on the success of our earlier Flying Rug campaign, abc invited us to craft a new visual story one that balances the warmth of home with the brand’s signature sense of magic. This series introduces three new rugs through a sequence of animations that bring them to life as they soar into a room via portals of classic Rococo, Impressionist, and Romantic paintings.
Alongside these new visuals, abc launched their Custom Carpet Service, offering clients greater freedom to select patterns, weaves, and custom dimensions beyond the constraints of their one-of-a-kind signature pieces. To highlight this offering, we created two additional animations that showcase the range of available sizes, colors, and textures.
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.
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.
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
©2025 ILAN BELOKON
Art Direction: Ilan Belokon
3D Animation: Sebastian Baptista
Building on the success of our earlier Flying Rug campaign, abc invited us to craft a new visual story one that balances the warmth of home with the brand’s signature sense of magic. This series introduces three new rugs through a sequence of animations that bring them to life as they soar into a room via portals of classic Rococo, Impressionist, and Romantic paintings.
Alongside these new visuals, abc launched their Custom Carpet Service, offering clients greater freedom to select patterns, weaves, and custom dimensions beyond the constraints of their one-of-a-kind signature pieces. To highlight this offering, we created two additional animations that showcase the range of available sizes, colors, and textures.