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Launch
Created for the second largest MUJI store in Europe, the campaign marked only the second time the brand commissioned creative outside of its in-house team.
Featured across retail, out-of-home, print and digital channels, the launch generated significant public interest, with queues wrapping around the department store on opening day.
Role
Campaign Development - Creative Oversight - Art Direction
From concept to execution, I led the development of the campaign, shaping its creative direction, visual language and rollout across channels.
Photography by Jonas Bie, Art Direction by Ruben Hughes, Styling by Maya Soul Paustian, Make Up by Lou Ditlevsen, Hair by Mads Foldager Nissen, Casting & Production by Simone Drost, Retouch by Post Studio