Lead creative on H&M Online's Spring 2014 campaign featuring Mariacarla Boscono.

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.

Client: H&M
Creative: Mikael Kangas
Model: Mariacarla Boscono
Photographer: Andreas Öhlund