These are a few of the shoots I've art directed and photographed for Vällingby Centrum and Port 73, two shopping centers located in Stockholm. Operating on a seasonal schedule we created a new creative and visual concepts each winter, spring, summer and fall.
These images and videos were created in the small studio (lovingly called Studio 48) converted from a conference room in our attic office. One camera, two studio lights, a couple of backdrops, a few benches, and the unusual experience of blasting Spotify Christmas playlists in early October.
The Expensive Collection was a charitable concept and physical pop-up store created for Vällingby Centrum in collaboration with the non-profit Stockholm Stadsmission.
Instead of pushing the usual spring sales we increased everything sold in the store at a 10kr premium added to the regular retail price. All profits were donated to Stockholm Stadsmission. We created price tags and bags in addition to the usual campaign assets.
The mission of Port 73 is to be the everyday hero to the people shopping there. So to make it easier for everyone to enjoy spring to its fullest we created spring kits for every imaginable situation; from a date in the park to the surprise spring shower. (And I was finally able to cross off hand model from my bucket list)
The everyday hero was a topic we stayed close to in a lot of the things we did for Port 73. In the 2018 Christmas campaign for them the concept was the holiday surprise; we all know Christmas happens every year but we're still blind sided by it every december 23rd and we're nowhere near done with our lists.
Instead of showing how Port 73 could be of help, we wanted show in which situations Port 73 could be of help as a shopping center and its variety of shops.
The following year we chose to shift gears a bit with Port 73. Instead of being practical in how we worked with their everyday hero mission we wanted to give more space to the human behavior and how we could make things easier in a broader sense; a christmas diet suitable for vegetarians, a non-religious holiday, and a day that you celebrate christmas twice because of your family situation as illustrated above with a split ginger bread house.