The back to school season is big for H&M. Last year, they wanted to showcase their new DIVIDED Men’s collection in a way that naturally highlighted its skater style and connected to Gen Z guys. No studio shoots allowed.
We cast three models and skaters that authentically aligned with our target audience and shot five full outfits in New York, balancing both city and school scenes.
The final assets were used across social, site, and digital displays—driving general awareness, reaching our target audience, and ultimately inspiring guys to shop H&M for back to school.