Campaign
The campaign reimagined Scandinavian luxury through a cast that reflected the diversity of the region today. Featuring models born and raised across Denmark and Sweden, the work brought together Scandinavian and international fashion within a visual world shaped by culture, community and lived experience.
Impact
The campaign was rolled out across ILLUM’s retail environment, social channels and prominent window placements facing Strøget and Købmagergade, two of Copenhagen’s most heavily trafficked shopping streets.
By carrying the campaign from digital platforms into highly visible physical locations in the city centre, the work created a unified brand expression while reinforcing ILLUM’s positioning as a destination where Scandinavian heritage, international fashion and contemporary culture coexist.
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. Working across photography, casting, styling, retouching 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
Behind the scenes
Left to right: 1) Finalizing the moodboards for the shoot. 2) The production team and set taking shape. 3) Out-of-home campaign on Købmagergade. 4) Campaign posters installed throughout ILLUM. 5–6) Window campaign installed at ILLUM on Strøget.
