Campaign
Developed to bring attention to ILLUM Beauty Hall’s extensive selection of luxury beauty brands and in-store services, the campaign introduced a more modern beauty perspective. One that reflected changing consumer attitudes while remaining firmly positioned within the premium category.
The work appeared across digital advertising, retail, the ILLUM Key app and website, as well as prominent window placements on Strøget and Købmagergade. A series of How-To films extended the campaign into social media, highlighting products, brands and services through useful, engaging content.
Impact
The campaign helped extend the visual identity of ILLUM Key while giving Beauty Hall a more contemporary expression across physical and digital touchpoints. The How-To content also created an ongoing format for building brand awareness and engagement beyond the core campaign.
Role
Campaign Development - Art Direction - Creative Oversight
From concept to execution, I led the development of the campaign, shaping its creative direction, visual language and rollout across photography, film, digital and retail.
Photography by Linus Morales, Art Direction by Ruben Hughes, Film by Ola Helsmo Krondahl, Sound by Karl Sandrock, Hair & make up by Marianne Jensen (Film), Hair by Ayoe Nissen (Photo), Make up by Marie Dausell (Photo & Film), Styling by Pernilla Löfberg, Casting by Olivia Danielsson
Behind the scenes
Left to right: 1) Moodboards and shoot plan on set. 2) Monitoring the filming on Day 2. 3) Videographer Ola and sound engineer Karl capturing the moment. 4) Printed stills from the production day. 5) Back in the office, processing the content. 6) Out-of-home campaign on Købmagergade.
