BUGATCHI

Portfolio

Be you, be BUGATCHI

Acting as in-house brand creative director at BUGATCHI, creating a long-term strategy and processes to ensure the BUGATCHI brand stays relevant to its original demographic while remaining true to its history and craftsmanship.

Client

BUGATCHI

Creative

Mikael Kangas

Services

The creative approach included focusing on the name BUGATCHI long-term without sub-brands, logo update in three steps, and developing a seasonal calendar for all brand marketing, site, and e-mails, including new templates for all marketing channels.

BUGATCHI Fall/Winter 2020

Combined lookbook and advertising campaign captured in one day at the brand's showroom and the streets of New York. This signaled a new start for the brand with updated photography and branded communication across all marketing platforms.

GDN Banners Before/After

Rebranding

Homepage Before/After

Dynamic Display Banners Before/After


væske

Portfolio

An authentic New York all-natural juice brand

The væske™ brand’s visuals were attractive to Millenials but needed more precise and focused attention on what makes the væske™ juice blends special. Our work included a limited-time Instagram take-over where we created all the content with this in mind, a packaging re-fresh with an AR experience, and an e-commerce website re-platforming with a new design.

Client

væske

Creative

Mikael Kangas

Services

Packaging refresh, in addition to new designs for beverage bottles and DTC boxes. New 2D and 3D aloe vera emoji design, AR experience. E-commerce re-platforming, site design and social take-over with all unique branded content, illustrations and e-commerce product renderings created in-house by Mikael Kangas Creative Studio.

The Creative


Michael Kors #MKGO

Portfolio

A new take on Michael Kors

Branding and launch campaigns for the #MKGO capsule collections from Michael Kors, bringing out a more modern and bold side of the brand.

Client

Michael Kors

Creative

Mikael Kangas

Services

Campaign concept, with direction from Mr. Kors, photography art direction, moving image, post-shoot designs, micro-site, and advertising guidelines. Deliverables included designs for print advertising, digital banners, site experience, e-mail designs, social content, in-store signage, and OOH advertising, with custom large format designs for crucial locations and overseeing an in-house team of designers and art directors.

#MKGO Launch Campaign

Michael Kors #MKGO Branding and Launch Campaign. The campaign video generated over 4 million views on the Michael Kors youtube channel.

#MKGO Rainbow Collection

#MKGO News Print Collection


BCBGMAXAZRIA

Portfolio

A new beginning bringing the brand back to its roots

Complete seasons of cohesive branded communication, starting with New York Fashion Week, advertising campaign, and ending with seasonal digital content.

Client

BCBGMAXAZRIA GROUP

Creative

Mikael Kangas

Services

New York Fashion Week challenges included a content strategy for all digital channels to mix current products for sale while teasing the upcoming show. For the show, we teamed up with the best talent in each field for runway design, music, light, hair, and make-up direction. In addition, working closely with the video vendor, we delivered a Live-stream of the show, post-show behind-the-scenes coverage, runway show lookbook, and additional social content.

Ad campaign concept, casting, and photography art direction as lead creative on set for all print, digital, and motion assets. Creative deliverables included image-book, in-store signage, Out-of-Home advertising, seasonal editorial concepts, direct mail magazine, site experiences, e-mail designs, and a curated social feed with dedicated content.

BCBG Fall/Winter 2016

The performer and dancer were our muses as the fall/winter collection hit the runway and the stage lights turned on. Creative executions started with the runway show, social content, advertising campaign, and digital activations.

H&M Trend

Portfolio

A Fashion-forward take on fast fashion

New identity, brand platform, and visual cues to ensure the H&M Trend collection would stand out across all customer touchpoints while still being true to the core H&M brand values.

Client

H&M Global Creative

Creative

Mikael Kangas

Services

The project scope included campaign concept, product selection with the buying team, and alignment on styling direction. In addition, casting with the shoot production team, creative lead on set, responsible for the creative direction and feedback for styling, hair, make-up, set, and photography. Post-shoot responsibilities included initial layouts, overseeing campaign guidelines, crop guides, retouching direction, and site experience.


Michael Kors Collection

Portfolio

For the new generation of jet-setters

Fall 2018 Michael Kors Collection received its most significant branding update in over a decade, introducing its new modern take on the jet-set lifestyle with updated branding, new photography direction, and digital experience.

Client

Michael Kors

Creative

Art Direction Mikael Kangas, Creative Directors Michael Kors and Lance LePere

Services

Campaign concept, with direction from Mr. Kors, photography art direction, moving image, post-shoot designs, micro-site, and advertising guidelines. Deliverables included designs for print advertising, digital banners, site experience, e-mail designs, social content, in-store signage, and OOH advertising, with custom large format designs for crucial locations and overseeing an in-house team of designers and art directors.

Michael Kors Collection Fall/Winter 2018

Fall 2018 Michael Kors Collection received its most significant branding update in over a decade, introducing its new modern take on the jet-set lifestyle with updated branding, new photography direction, and digital experience.


Hervé Legér

Portfolio

Sensuous, exclusive, and unforgettable

Since its inception, the signature HERVÉ LÉGER bandage dress​ embodies empowered​ femininity and iconic style. Complete seasons of cohesive branded communication, starting with New York Fashion Week, advertising campaign, and ending with seasonal digital content.

Client

Hervé Legér by MAX AZRIA

Creative

Mikael Kangas

Services

New York Fashion Week challenges included a content strategy for all digital channels to mix current products for sale while teasing the upcoming show. For the show, we teamed up with the best talent in each field for runway design, music, light, hair, and make-up direction. In addition, working closely with the video vendor, we delivered a Live-stream of the show, post-show behind-the-scenes coverage, runway show lookbook, and additional social content.

Ad campaign concept, casting, and photography art direction as lead creative on set for all print, digital, and motion assets. Creative deliverables included image-book, in-store signage, Out-of-Home advertising, seasonal editorial concepts, direct mail magazine, site experiences, e-mail designs, and a curated social feed with dedicated content.

Hervé Legér Fall/Winter 2016

When Hervé Legér went punk - in close collaboration with the brands
cheif creative officer the brand got a welcomed 180-degree jolt starting with the runway show, social content, advertising campaign and a digital overhaul.

Site Redesign