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
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.
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