H&M HOLIDAYS 2013
The digital campaign H&M Holiday 2013 collection was build upon a story of how a family and their friends celebrate the ultimate holiday in an old manor, starring the supermodel and fashion icon Christy Turlington Burns, along with A-list models Doutzen Kroes and Liu Wen.
To make the digital experience more than just a product walkthrough, me and my team came up with a concept where we created extra material that extended the story and presented the clothing and accessories in detail. We designed the whole experience in a luxurious collage setup, mixing assets from the fashion shot, details of the interior, cinemagraphic loops and interactive modules.
And in addition to the fashion shots, made by photographer Alex Lubomirski, me and my team had our own photographer shooting the extra digital assets (i.e. all photos without models) we needed to create our vision.
The interactive modules were created in 3D and were seamlessly integrated into the scenes. To tease the user to open up the boxes with “secret” products, we created a huge amount of H&M seasonal wrapped packages falling through a door and added flying gift boxes inside the rooms.