PARENTHOOD
I kind of hit the ground running with the new brand concept “Parenthood” when I first came to H&M. With Kids Parenthood, we wanted to strengthen our position and create awareness of our kidswear offer by building off of the Baby Parenthood concept “What if?”. We introduced the new concept “So what?” in spring 2022, removing the worries from Baby Parenthood and focusing more on confidence and playfulness.
Another burst came out in the summer of 2022 and a third for Back to School the same year. As our organization went through a reorg and new brand direction during this time, the films needed to be adapted to our identity’s evolvement while feel coherent.
Responsibilities
Building a concept based on insights and strategy
Writing and co-writing film scripts
Collaborating with Art Director, creative in-house team, and external agency and director
Crafting copy for organic channels and paid media
Creating the tagline “Play out your style”