In the fall of 2019 H&M collaborated with the singer-songwriter Justine Skye to create her first capsule collection for the fashion giant. With her audience mostly on Instagram the campaign was tailored for that kind of placement to meet the high expectations of her digital native audience.

We needed to create content that suited both Justine’s channel and the tone of voice she uses there and H&M’s channels and the tone of voice and quality expected from that. This resulted in creating two different styles of assets: for H&M we created something that fit into their world while the content we made for Justine’s Instagram was more direct and authentic to how she interacts with her audience.

In addition to be compatible with the Instagram audience the material needed to be compatible with their Times Square digital billboard.