For the H&M CNY film, the creative process was a true collaboration between Director, Agency, Brand & Production. Both H&M and Forsman & Bodenfors were extremely supportive as Julien’s gift of story telling and sharp sense of fashion developed the characters and mood of the film. The cast in the film is mix of KOL, real people, and actors adding authentic diversity to the story.

The numerous locations and tight schedule posed a challenge for production, however the greatest challenge was finding the right music. “You’ve Got The Love” was initially proposed as a reference song and by the time we started shooting we hadn’t decided on a track. Our editor ended up using the song for his first cut and after the initial screening with clients, we were all in tears. The song delivered on emotion for sure.

Adding depth to the film, we were lucky to have 2 singers amongst our KOL cast – Veegee and David Yang. We had simultaneous recording sessions in Shanghai for David and remotely for Veegee in Beijing to lay down fresh vocals in Chinese and English over the original John Truelove composition.

Photographer Robert Nilsson shot alongside capturing the seasons looks for the print.

We hope you love the film as much as we do!