H&M style update: White on white – creative concept, casting and on-set art direction for the fashion retailers summer 2013 online campaign.

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.
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_campaign creative

Client: H&M
Creative: Mikael Kangas
Model: Saskia de Brauw
Photographer: Peter Gehrke