The H&M ‘Forever Summer’ campaign was about creating memories. Spontaneous moments that evoke nostalgia for summers past and excitement for summers to come.
We used the same visual language of their social and digi-obsessed audience. By moving away from the high gloss and finish of traditional advertising, we were able to create a new campaign style – one that felt spontaneous and unique, that created a role for H&M at the center of the cultural zeitgeist.
Creative Direction - Erik Torstensson, Wednesday Agency
Art Director - Adam Morten
Photographer - Erik Torstensson
Set Design - Randall Peacock