H&M: So What?
CONCEPT DEVELOPMENT - ART DIRECTION
A brand-building film for H&M Kids, under the umbrella theme of “Parenthood”. Acknowledging the messy reality of family life – but reminding us to appreciate and trust in kids’ natural sense of confidence, individuality, self-expression, and their often overlooked wisdom.
CONCEPT MANIFESTO
We see you parents, you worry warriors.
Armed with tissues, spare jackets and plan Bs.
You have a PhD in lunch box prep.
You won the grocery lifting Olympics.
Negotiated peace in middle school.
You’re the CEO of fun, our life coaches,
our game makers and game changers.
Yes, we see you.
But now it’s time for you to take a step back,
and look down.
Time to stop worrying about where we’re going and
start appreciating where we are.
So let go, and let’s go.
Take our hand – small and sticky –
and let us lead you.
See what happens when you stop asking “what if?” and start living: “so what?”
Role: Concept & art direction
Concept & copy: Emily Lindén, Jessica Gustafsson
Director: Malin Ingrid Johansson
DOP: Monika Lenczewska
Stylist: Kattis Lindoff
Production designer: Virginia Sancho
Editor: Nicklas Amin
Composer: Pierre Riddez
Colorist: Oskar Larsson
Sound design: Fredrik Sundberg
Service production: Nevada
Executive producers: Pine /Joel Rostmark & Adam Holmström