Creative concept, casting and on set art direction for multinational fast fashion retailer H&M's F/W 2013 online campaign featuring Alex Lundqvist.

Project scope included campaign concept, product selection with the buying team, styling direction, casting and photography art direction as lead creative on set, casting together with the shoot production team, photography art direction as lead creative on set. Post-shoot campaign guidelines, cropguides, retouching direction and site experience.
_

Client: H&M
Creative: Mikael Kangas
Model: Alex Lundqvist
Photographer: Andrew Yee