Campaign: Beyond the Rainbow
From conceptualisation to implementation.
A campaign that shares the stories of the LGBTQIA+ community beyond the rainbow.
Some coverage:
https://www.thedrum.com/ creative-works/project/b-reel-hm-beyond-the-rainbow
Create a video series that highlights the journey of the LGBTQIA+ community and inspires people to share their stories through a web experience curated by H&M; where any rainbow scanned via your phone will lead you to the campaign films. Also, enabled the audience to share their stories on social media by adding an instagram filter to their videos.
The world had paused but creativity didn’t.
Imagine getting a call in the middle of a pandemic: “Hey, can you run interviews across the globe without leaving Stockholm?
With live questions fed during the conversations.” The answer was instant: "Of course. Our phone book can handle it.
Let's make it happen.”
From the client, director, DoP, to the journalist asking live questions during the interviews, it was a wild, world-spanning ride. Planning it?
Let's just say it deserves its own documentary (or at least a very long dinner conversation).
A grandiose production puzzle; spanning time zones, continents, guidelines, and languages, held together by meticulous planning
and a whole lot of heart.
The result? A stunning campaign, a proud team, and story’s we'll be telling for years to come.
Producer: Andreas Segerfeldt
ProjectManager: Alina Rydbeck
Director: Malin Ingrid Johansson
DoP: Josua Enblom
Technical assistant: Kasper Duus Karlbom
Sound Technician: Eduardo Rodriguez
Props: Simon Wallin
Production assistant: Victor Lindström
Make-up/Wardrobe/Stylist: Elin Rush
Still Photographer: Therese Öhrvall
Co-work with Pine/responsible for the Pine team: Adam Holmstöm
