Campaign
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. Developed in close partnership with MUJI, the work introduced the Copenhagen flagship through a locally relevant visual language while remaining true to the brand’s established identity and values.
Impact
The campaign launched across multiple touchpoints throughout Copenhagen, from MUJI’s new 1,900 m² flagship inside ILLUM to a week-long out-of-home placement at Kongens Nytorv Metro station, one of the city’s busiest transport hubs. It also appeared in Politiken and across ILLUM and MUJI Denmark’s digital channels, including MUJI Denmark’s newly launched Instagram presence.
The launch generated significant public interest, with queues wrapping around ILLUM on opening day.
Role
Campaign Development - Creative Oversight - Art Direction
I led the campaign from concept through execution, shaping the creative direction, visual language and cross-channel rollout in close partnership with MUJI.
Photography by Jonas Bie, Creative 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
Behind the scenes
Left to right: 1) Jayce, one of the campaign cast. 2) Madoka, who joined us from MUJI’s European head office in London. 3) The campaign featured in Danish newspaper Politiken. 4) Out-of-home campaign at Kongens Nytorv Metro station. 5–6) Campaign posters installed throughout the MUJI Copenhagen flagship.
