H&M Style Up-date

White on white.

creative concept, casting and on-set art direction for the fashion retailers summer 2013 online campaign.

H&M White on White 2013 Style Update
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: Saskia de Brauw
Photographer: Peter Gehrke