H&M Move

Background

When H&M Move hit its one-year mark, we were asked to design and animate a celebratory post for their social media channels. One main aspect in the brief was that they wanted to avoid appearing overly sporty and still project a fashion-forward image. Maintaining a balance between style and athleticism became the main challenge of the project.

Solution

To tackle this, we brainstormed ideas around scenes where H&M Move clothing could blend seamlessly into everyday settings. After a few sketches, we landed on the idea of an abstract gym in a concrete surrounding. It felt urban and modern, perfect for showcasing the brand's style.In motion design and film, it's not just about aesthetically pleasing images. Crafting a compelling narrative is key to engaging an audience. It's about telling a story that grabs the viewer and leaves them with a thought or an emotion. Add in the fact that we had to make every second count, given that social media users can swipe away faster than you can say "attention span".

The result