For this HM HOME KIDS fall shoot we wanted to portray the kids and their bedrooms as natural as possible: playful, inspiring, fun, unexpected and a bit untidy. The ideas build around kids activities and games such as hide and seek, arts and craft, etc. Photographer Andrea Papini together with stylist Linnea Salmén captured our concept and vision perfectly.
THE APPLE OF MY EYE – concept and art direction.
The kids are back home after their summer vacation but summer lingers on. The apple season has just begun making the trees hang heavy with fruit. Even in the kids’ bedroom the apples are everywhere: on sheets, as pillows and storage units. Pick your favourites from the collection and carry them home with you.
WHO LET THE DOGS IN? – concept and art direction.
Kids’ best friends joins playtime. Cute overload! The kids are playing animal farm with their pets. The room turns into a dynamic and fun room that is home to both kids and dogs. Expressed through motifs of the pets on sheets and pillows, soft toys and doggy hampers. Woods and warm colors in objects and materials complete the theme.
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HIDE AND SEEK – concept and art direction
The kids are playing hide and seek. They run into different rooms to find the best spots. At first glance they are no where to be found but if you look closely you’ll see a pair of feet under a curtain, a ponytail behind a mountain of cushions and two heads peeking behind a door.
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INTO THE WILD – concept and art direction
The kids are moving around their room. On the bed, stepping carefully on chairs and stools, swinging from a rope hanging from the ceiling, climbing on the dresser. It’s crucial not to touch the floor as it suddenly has turned into water – filled with large crocodiles!
This campaign was a co-lab with Danish illustrator Silke Bonde who painted the mural.