Client / Brand: Haglöfs
Project type: Campaign, social, film, editorial, etc.
Year: FW24
My role: Creative Direction, Art direction
Scope:
For the Haglöfs Latnja campaign, the concept was built around a different idea of what skiing is about. Not winning, performing or chasing results — but losing yourself in the experience. In the mountain, in the movement, in the moments in between.
The Latnja Collection was created for versatile resort skiing, one of the largest areas within the global ski market, but the campaign needed to feel distinctly Haglöfs. The aim was therefore to place a commercially strong collection in an environment that still carried the brand’s pioneering spirit.
I developed the creative direction around this tension: familiar enough to feel relatable, but with an aspirational edge. We used the resort and ski system as a starting point and catalyst, while deliberately moving away from the expected piste imagery to create a more exploratory and emotional visual world.
The result was a campaign that positioned Latnja as a collection for people who want the accessibility of resort skiing without losing the sense of adventure, freedom and discovery that defines time in the mountains.
Channels: web, e‑com, social, print, email, etc.
Team / Collaborators: The Bunch (Video) Hans Johansson (photo) Emil Andersson (Graphic Design)
