Creative direction for Maisie Williams launch as Sustainability Ambassador for H&M.

The concept for the creative direction was inspired by Maisie’s own interest in sustainability, video games and fashion as well as the H&M’s Looop Machine which dissembles and assembles old garments into new ones.

The idea was for Maisie to travel from “reality” through an abstract representation of the Looop Machine, where she herself is dissembled and assembled into a digital avatar. She comes out on the otherside with is a digital utopia. Together with Goodbye Kansas Maisie Williams was scanned and an avatar for her was created digitally.

Client: H&M
Director: Joanna Nordahl
DOP: Rina Yang
VFX/CGI: Goodbye Kansas
Concept Creatives: Julia Klyvare & Amanda Lindgren 
Project Lead: Åsa Modig

Project Manager: Denise Madsen