H&M Style Up-date:

Casual Chic.

Creative concept and art direction for multinational fast fashion retailer H&M's fall 2012 campaign.

_campaign creative

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.

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