Creative Direction, Photography & Campaign Strategy
When Hanna Andersson launched its first dedicated active line, the brand needed to signal something new — a category expansion that felt distinct from the core collection while staying unmistakably Hanna. I led the full creative direction for the launch, developing a visual identity and photography approach that set Hanna Active apart on its own terms. From concepting through final assets, every creative decision was made to communicate that this wasn't just new product — it was a new chapter for the brand.
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