After the successful Alexander Wang collaboration, H&M returned to B-Reel for the next release of the special designer in 2015: Balmain, lead by Olivier Rousteing. Once again this was a collaboration with our friends at Sandberg&Timonen.

The campaign featured garments that were beautifully and meticulously crafted with a hint of classic french couture and a twist of modern street wear. Keeping this contrast in mind, we created a futuristic world existing in an futuristic subway system inviting users to travel through the stations and explore the outstanding quality and design of the collection.

The inspiration for the digital campaign came from traveling between different subway stations, how the trains constantly are moving, the typical flickering lights and the well known and distinct subway infographic signage. The interaction was served as transportation to view the next garment and to tell the story of the world of BALMAINxHM. The journey reflected the BALMAIN brand with a mix of optimized navigation, product visualisation, information, inspiration and storytelling – all crafted with smooth sideway animations with unexpected turns and zooms.

The experience was localized for over 50 markets and 25 languages.

MY ROLE: Creative Director, UX, director digital assets