H&M
The Ski Trip
To launch H&M Move's first ski collection, TRY (as Abby) traveled north with five influencers to co-create ideas in a cabin before filming together on the slopes for the 22/23 ski season, producing tailored clips for each creator's channels and H&M Move's own.
H&M Move's mission is to get more people moving, so TRY (as Abby) joined forces with influencers from a spread of communities to excite the target audience for the ski season kick-off.
Five selected influencers traveled north to co-create ideas together in a cabin, then filmed together on the slopes for the 22/23 ski season. Each clip was tailored to its creator's channel, alongside versions for H&M Move's own global channels.
Silent loop: a phone screen recording shows Instagram Stories of a skier in an orange puffer jacket captioned 'The wanna be pro', then a snowboarder in a pink jacket carrying a board.
Music, no speech. A phone-screen story shows a snowboarder in a green helmet and pale jacket on a piste, then skiers and a snowboarder in snowy pine forest, in a phone frame on a light background.
Music, no speech. A phone-screen story of a skier in a pink jacket and green skis going down a piste, over a blurred snowy background, with a game-style overlay: a countdown '3', then MPH, TIME and SCORE counters that rise from 12 MPH and 361 to 71 MPH and 1668.
Silent loop: a row of Instagram Story thumbnails from the ski trip carries captions including 'This is what winter in Sweden looks like', 'POV: Wednesday on a woeful family holiday in Aspen' and 'Day in my life at work', over footage of skiers and snowboarders on the slopes.
- Julia Dang, Hildur Karlsson, Gabriella Skog, Andreas Wijk, Sophie Odelberg
- Content creators
