HM Spring – Global Campaign Set Design

For HM’s global Spring campaign, I collaborated with the in-house team to create a visually charged set concept built around pattern distortion and optical tension. By constructing a surreal, layered landscape, we enhanced the boldness of the collection’s vibrant fabrics and brought a sense of playful disruption to the seasonal narrative. The set design added unexpected depth and energy to the campaign — a creative risk that translated into strong visual impact and global reach.