H&M style update: Casual Chic – Creative concept and art direction for multinational fast fashion retailer H&M's fall 2012 campaign.

Project scope included concept development, 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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_campaign creative

Client: H&M
Creative: Mikael Kangas
Photographer: Andrew Yee
Model: Madison Headrick