Creative concept, casting and on-set art direction for multinational fast fashion retailer H&M's fall 2011 trend update campaign featuring supermodel Liu Wen.

Project scope included concept development, 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: Peter Gehrke
Model: Liu Wen