Hummel SS22 "Archive Pack"

Concept creation
Planning
Art Direction
Still photo production
Video production

The “Archive Pack” was introduced for SS22 with the X-Trainer and Top-spin models, and Narrow Creative produced a dedicated and unique campaign with both still images and video. "Archive pack" is inspired by hummel's old catalogues and colorful history. We wanted to reflect that within the production itself – location-wise, the selection of models, and in the styling of the products/models.

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Keywords / location: Nostalgic colours, Danish 60s architecture, graphic composition, parquet floors, natural light, municipal buildings, open spaces, youthful environments etc.