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, and alignment on styling direction. Casting together with the shoot production team and creative lead on set responsible for direction as well as creative feedback regarding styling, hair, make-up, set and photography.
Post-shoot responsibilities included initial layouts, overseeing campaign guidelines, crop guides, retouching direction and site experience.

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