Client / Brand: Haglöfs
Project type: Campaign, social, film, editorial, etc.
Year: FW22
My role: Creative Direction, Art direction
Scope:
For the Haglöfs L.I.M Touring campaign, the concept was built around the essential mindset of ski touring: moving upwards with as little as possible holding you back.
The collection combines durable, breathable all-weather protection with the functionality needed for long days in the backcountry — all stripped down to its essentials. The creative direction translated this philosophy into a visual world where lightness, movement and simplicity were central.
Rather than focusing only on the descent, the campaign celebrated the journey up: the effort, rhythm and sense of freedom that define ski touring. The minimal aesthetic reflected the collection itself, allowing the product, the environment and the experience of moving through the mountains to take centre stage.
As part of the campaign, we also created a mini-documentary featuring Malva Björkman, sharing her personal perspective on ski touring and what draws her to moving through the mountains this way. The film added a more intimate and human layer to the campaign, connecting the technical product story with a real experience and point of view.
The result was a campaign that connected Haglöfs’ L.I.M philosophy — Less Is More — directly to the reality of ski touring: carrying only what you need to go further, higher and experience more.
Channels: web, e‑com, social, print, email, etc.
Team / Collaborators: The Bunch (Video) Hans Johansson (photo)
