Art Direction | Seasonal Photography | Retail Brand Content | Multi-Channel Communication
Clas Ohlson needs to stay relevant throughout the year while remaining instantly recognisable as the same brand. Seasonal photo and film productions created a flexible content library designed to work across retail, advertising, social media and digital channels.
Creating the seasonal world
Each production started by translating the season, product focus and communication needs into a visual setting that felt both timely and unmistakably Clas Ohlson.
My role included art direction, set and visual development, and close collaboration with the client and production team, from early planning through to the final selection and adaptation of material.
The challenge was not simply to create attractive imagery, but to give products a natural role in situations customers could recognise and relate to.
One production, many touchpoints
The shoots were planned with multiple applications in mind from the outset.
Photography was used across store communication, advertising, social media and web, while several productions also included short-form film and clips developed for social channels.
Thinking beyond the individual image made it possible to create a coherent family of assets from each production, with enough flexibility for different formats, messages and placements while maintaining the same seasonal expression.
Consistency through change
Seasonal retail communication constantly changes: new products, occasions, formats and messages need to be introduced throughout the year.
The art direction therefore needed to balance variation with continuity. Each execution could have its own character while still fitting naturally within Clas Ohlson’s established brand.
Working closely with the client throughout the process helped ensure that creative decisions remained relevant, useful and on-brand — from the initial idea to the material customers ultimately encountered in stores, advertising and digital channels.
