H&M’s Summer Campaign Video is an ode to the ‘Super’ in Supermodels


By Kenneth Richard | The Impressionist

Swedish retailer H&M launched their new summer video today, which winked at the life of ‘Supers’ and proved that often it is better to enjoy the journey than the destination.

The film opens with Adriana Lima, Doutzen Kroes, Joan Smalls and Natasha Poly off enjoying life activities or working: Poly is motorcycling in London, Doutzen is doing yoga, Smalls is working a photoshoot, and Lima is water diving. Suddenly, each receives a notice via electronic beacon, which causes them to immediately stop what they are doing to come together with their fellow supers. As the journey begins, we see the supers turn into ‘Jane Bonds’ as their motorcycles, speedboats, jeeps, airplanes and parachutes transport each to an exotic beach rendezvous point. After all arriving simultaneously, the supers come together, and in unison proceed to do the supermodel strut to show off H&M’s summer range.

Concepted by the agency Wednesday and Creative Directors Erik Torstensson and Jens Grede, the film takes a fun wink at the world of supers. Swedish Director Amir Chamdin takes on the ambitious concept, which includes a staggering amount of shots for a film just under two minutes. The result of their efforts is a film that plays to supermodel fantasies and while it may be a bit campy, it encourages us to enjoy the journey of summer.


Agency | Wednesday
Creative Directors | Erik Torstensson & Jens Grede
Director | Amir Chamdin
Photographer | Lachlan Bailey
Stylist | George Cortina
Models | Adriana Lima, Doutzen Kroes, Joan Smalls & Natasha Poly
Hair | James Pecis
Makeup | Mark Carrasquillo
Set Designer | Peter Klein
Agency | Wednesday Agency
Location | Antigua
Music | “Sun Is Shining” by Axwell /\ Ingrosso