Campaign
The campaign reimagined Scandinavian luxury through a cast that reflected the diversity of the region today. Across imagery, storytelling and retail touchpoints, the work positioned ILLUM as a destination where local heritage and global influence coexist.
Launched across retail, out-of-home placements and social media, the campaign created a unified expression.
Role
Campaign Development - Creative Oversight - Art Direction
From concept to execution, I led the development of the campaign, defining its creative strategy, visual language and multi-channel rollout. In collaboration with photographers, casting directors, stylists, retouchers and internal stakeholders, I guided the project from initial idea through to final delivery.
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Photography by Henrik Bülow, Art Direction by Ruben Hughes, Styling by Camilla Larsson, Make up by Anne Staunsager, Hair by Henrik Haue, Retouch by WeTouch
