Campaign concept and execution for fast fashion retailer H&M's spring 2012 trend update campaign featuring Jessica Stam.

Project scope included concept development, product selection with the buying team, styling direction, casting and photography art direction as lead creative on set. Post-shoot designs, seasonal magazine spreads, online experience and campaign guidelines.
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Client: H&M
Creative: Mikael Kangas
Model: Ginta L
Photographer: Andrew Yee