PUB demonstrerar

May 1, 2008

In this campaign we needed to do two things:
1. Highlight the brands that would lure passing locals and tourists into the department store.
2. Show a LOT of the new seasons clothes, and the range of styles available in the different stores.
We also felt the need of saying it in a pretty aggresive, in-your-face tone. This, combined with the fact that this campaign would start at May 1st(international labour movement day, “celebrated” with political rallys in Sweden) resulted in the concept of a demonstration rally. A fashionable demonstration rally.

Agency: Joy
My role: Creative Director
Photographer: Andreas Kock
Stylist: Sofie Dillon
Make-up: Anya de Tobon & Hanna
Hair: Erika Svedjevik & Ali Pirzadeh
Models: Aeneas, Geraldine, Isabel, Leona, Nike, Olivia, Peter, Yannis (all Mikas)

Filed under: PUB, WORK — Hemmendorff @ 3:49 pm Comments (2)

PUB sportar

March 15, 2008

The theme for this campaign was sport, a word hardly associated with fashion. Our concept was pretty straightforward: we took 4 real athletes, dressed them up in high fashion, and filmed the most explosive moments in different sports. In 1000 frames per second.

There are 20 clips like these, and they were displayed on huge screens in the storefronts, and inside the department store, as well as online of course.

Agency: Joy
My role: Creative Director
Stylist: Sally O’Sullivan
Director and producer: Christian Haag
+ huge crew. Thanks to all!

Filed under: PUB, WORK — Hemmendorff @ 6:44 pm Comments (4)

October 15, 2007

As a part of their total makeover, fashion department store PUB asked us to make a brand new site for them.
The key concept of the site is Mode varje dag (”Fashion every day”), a phrase to describe PUBs new total devotion to fashion, and also a way to work with the site. The main page of the site features a full-window display area that changes each day. Like a store-front. In this space we could work with video, photographs or interactive content depending on the campaign that was running at the time. But never the same content two days in a row, and always fashion. New outfits every day.

A huge pro about this, in my opinion, is that all campaigns are collected in the same space. No campaign sites or weird new urls that gets lost in time as soon as the advertising campaign stops.

All in one place, and if you want to see how the site looked yesterday(or two months ago) you just browse backwards in the calender at the bottom.

Here’s a couple of images to show the different faces of the site so far(almost one year later).

Agency: Joy
My role: Creative director and developer

Filed under: PUB, WORK — Hemmendorff @ 6:32 pm Comments (1)