Client / Brand: Haglöfs
Project type: Campaign, social, film, editorial, etc.
Year: FW23
My role: Creative Direction, Art direction
My role: Creative Direction, Art direction
Scope:
For Haglöfs’ What’s The Shell campaign, the idea was to make the often technical and overwhelming world of shell jackets easier to understand — and more enjoyable to navigate.
For Haglöfs’ What’s The Shell campaign, the idea was to make the often technical and overwhelming world of shell jackets easier to understand — and more enjoyable to navigate.
The campaign was built around helping people choose the right shell based on protection, breathability, weight, durability and intended use. Instead of treating the subject with the seriousness often associated with technical outdoor communication, we introduced humour and playfulness to make the decision feel more accessible.
The creative direction used a lighter tone to break down the differences between products and guide consumers through the range, from durable shells for demanding mountain conditions to lightweight and versatile options for hiking and everyday use.
The result was a campaign that combined product education with personality: removing some of the complexity and seriousness around technical gear, while still clearly communicating the differences that matter when choosing the right jacket.
Goal: Make it easier to find the right Jacket in the Jungle of Shelljackets
Channels: web, e‑com, social, print, email, etc.
Team / Collaborators: Magnus Torsne (photo and film) Emil Andersson (graphic design)
