Client / Brand: Haglöfs
Project type: Updating E-com photo shoot with lightning, styling, cast and props.
Year: 2022-2025
My role: Creative Direction, Art direction
Scope:
This was a long-term project focused on significantly elevating the quality, consistency and commercial impact of the brand’s product photography.
I developed and introduced new creative directions for how the products should be presented, with a strong focus on making every image feel both visually distinctive and relevant to the product itself. I was involved each season, working closely with the photography team on set to ensure that lighting, composition, styling and overall expression stayed aligned with the direction.
A key part of the work was selecting and directing props, surfaces and visual elements so they supported the individual product rather than simply decorating the image. Every decision needed to help communicate material, function, detail and character — and ultimately make the product more desirable.
Over time, the project established a stronger and more recognizable visual standard for product photography, while creating a clearer process for maintaining that quality season after season.
Goal: Create stunning Product photos and model photos that matches the brand vision
Channels: E‑com images
Channels: E‑com images
Team / Collaborators: Spice studios / Wavy studios, Hans Johansson (Light direction)
Creative Direction for photoshoot for FW25
