Client / Brand: Haglöfs
Project type: Campaign, social, film, editorial, etc.
Year: FW22
My role: Creative Direction, Art direction
Scope:
For the Haglöfs winter campaign, the creative concept was built around one essential truth of Nordic mountain life: warmth is everything.
The campaign focused on how moisture and humidity affect insulation in demanding winter conditions, and how Haglöfs’ latest insulation technologies were developed to solve that challenge. Rather than communicating technology as something abstract, the idea was to connect product innovation to a very human experience — staying warm enough to keep moving, stay comfortable and actually enjoy being outdoors.
A key part of the project was also to clearly visualize the difference between various insulation materials. Through 3D visualization, we created a clearer and more engaging way to explain how the materials perform differently, making the technical benefits easier to understand and more tangible for the audience.
I helped shape the campaign concept and visual direction around the relationship between harsh Nordic conditions, advanced insulation technology and human experience. The result was a campaign world that combined performance, product innovation and emotion, presenting warmth not simply as a product benefit, but as the foundation for the entire outdoor experience.
Goal: Visualize and educate the difference between different materials
Channels: web, e‑com, social, print, email, etc.
Team / Collaborators: Baked (3D) Emil Andersson (graphic Design)
