Client / Brand: Haglöfs
Project type: Campaign, social, film, editorial, etc.
Year: FW22
My role: Creative Direction, Art direction
My role: Creative Direction, Art direction
Scope:
For FW22, the Haglöfs L.I.M Series expanded into fall and winter for the first time, taking its lightweight philosophy into colder and more unpredictable conditions.
The creative concept was built around a simple contradiction: Less makes you warmer. The challenge was not only to communicate the technical performance of the collection, but to let the entire marketing expression follow the same Less Is More principle as the products themselves.
Everything unnecessary was stripped away. The campaign film used no music, relying only on natural sound from the environment to create a raw and focused experience. The visual language was minimal and direct, allowing movement, material and function to take centre stage.
Weight was also made a clear part of the communication, reinforcing the idea that every gram had a purpose. The collection’s base layers, mid layers and shells were presented as a complete lightweight system for high-pulse activity in cold and changing conditions.
The result was a campaign where concept, product and communication followed the same logic: remove what is unnecessary, keep what matters, and make lightweight performance relevant all year round.
Channels: web, e‑com, social, print, email, etc.
For FW22, the Haglöfs L.I.M Series expanded into fall and winter for the first time, taking its lightweight philosophy into colder and more unpredictable conditions.
The creative concept was built around a simple contradiction: Less makes you warmer. The challenge was not only to communicate the technical performance of the collection, but to let the entire marketing expression follow the same Less Is More principle as the products themselves.
Everything unnecessary was stripped away. The campaign film used no music, relying only on natural sound from the environment to create a raw and focused experience. The visual language was minimal and direct, allowing movement, material and function to take centre stage.
Weight was also made a clear part of the communication, reinforcing the idea that every gram had a purpose. The collection’s base layers, mid layers and shells were presented as a complete lightweight system for high-pulse activity in cold and changing conditions.
The result was a campaign where concept, product and communication followed the same logic: remove what is unnecessary, keep what matters, and make lightweight performance relevant all year round.
Channels: web, e‑com, social, print, email, etc.
Team / Collaborators: Hasse Johansson (photo) Niklas Wallner (film) Spice studios (Product photos)
