lotta glimstedt

H&M MAN’S PRINT-ON-DEMAND LAUNCH: INSIDE THE PRINT SHOP

We created an ASMR feast for the senses.

Role: Conceptual Copywriter & Copywriter
In-house: H&M Man

Inside the print shop was our answer to a simple brief — how can we make H&M’s existing customers curious about the new print-on-demand service? The challenge: different markets offer different prints. So, how can we launch a campaign without showing the actual prints?
 
Concept
The Art Director and I worked together as a creative duo, creating a print shop experience that’s a feast for the senses. A tee is about to be printed. We zoom in on the fibers of the garment. You hear the paint pressed onto the fabric. You can almost smell the fresh paint. The T-shirt is coming alive — on your demand. Zooming in, allowed us to show parts of the prints without showing the actual prints. It also magnified the full-on sensory experience, amping up the curiosity for the service.
I also created copy for: hm.com, newsletters, push, organic & paid SoMe and store materials. 

Team
Copywriter — Lotta Glimstedt (me)
Art director — Anna Helldén
Photographer — Magnus Torsne
Stylist — Sofia Ronthén
SFX —Darwood
Editing —Kate Owen