H&M SUMMER
A Flagship, Everywhere
Art Direction
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UX/UI Design
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Product Strategy
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Launch Strategy
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Art Direction + UX/UI Design + Product Strategy + Launch Strategy +
CLIENT
H&M, Summer campaign "Forever Summer"
ROLE
Digital Art Director
SECTOR
Omni Channel Retail
TEAM
Creative, UX, Strategy, Technology, Content
THE CHALLENGE
For Summer 2016, H&M created Forever Summer as a body of material rather than a single set of images. It included a director's cut film and three TV edits, campaign photography, short films, images captured by the talent themselves, environment stills and a performance by the singer Izzy Bizu. The collection still needed photographing, across swimwear, everyday and accessories.
On hm.com, campaigns usually reached customers through fixed teaser formats, with the platform setting the layout and copy position. That left no room for the range of what had been made, and no reason to come back during a campaign that ran for weeks. The campaign needed an online home that carried its spirit, stayed fresh throughout, and led from inspiration to product. It had to work on desktop and tablet and be built by H&M's own development partner.
THE IDEA
We designed a campaign hub on hm.com that brought everything together, with three ways in: inspiration, the collection and the performance.
Inspiration became a story explorer. Three scenes from the shoot (beach, cenote and night) run as one continuous strip of imagery that the visitor drags through, with a progress bar tracking the whole journey. Short looping films sit on every second spread, spaced so no two play at once. Any image opens into quick-buy for the product it features.
For the collection, we shot still life on clean, light sand in natural daylight. Using the same backdrop across swimwear, everyday, and accessories made every piece recognisable as part of the campaign, on the site and in social.
The visual system carried beyond the site. We developed rich media banners in three routes: campaign only, campaign with collection, and campaign with film. Blurred backgrounds from the site's scenes ran through them, and H&M also used two of those scenes in its window displays.
