H&M: New Horizons
CONCEPT DEVELOPMENT - ART DIRECTION
A surf-inspired summer collection for H&M Kids which highlights the use of sustainable, innovative materials. The campaign concept of “new horizons” links the surfing mindset of freedom and respect for the earth with the core message of moving towards a more sustainable future. We cast authentic surfers as our models, to represent this new generation of children who are passionate about preserving their planet, starting with the clothes they choose to wear. The mix of beach-life freedom with a determined spirit for action aims to inspire a call to action in this sustainability story, shot on location in Cape Town, South Africa.
Our story follows our surfers from dawn till dusk, creating a “day in the life” editorial.
As part of our social media content, we took the opportunity to let our featured kids be heard on our platform. We asked them a series of questions about their natural environment – how it made them feel, and why they felt it was important to protect. Their quotes were featured together with their portraits on Instagram Stories.
Image and video assets were used in all owned digital channels including the H&M website, newsletters, push notifications and social media.
Role: Art direction
Photography: Franck Malthiery
Styling: Tracey Jacob
Grooming: Andrea Smith
Props styling & set design: Anna Verloren van Themaat
Production: France Production/Cape Town, South Africa