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A woman in a beige coat by a misty sea

Linen Season

Discipline
Campaign
Year
Team
Ines Morel

A spring campaign shot over three mornings on the North Sea coast.

The brief was one sentence: make linen look like weather. We spent three mornings on the coast north of the city, waiting for the sea mist to sit low enough to erase the horizon.

One palette ran through everything: sand, stone, sky. The clothes, the set and the type were chosen from it, so the season reads at a glance on a poster or a phone.

A woman in a beige trench coat under a cloudy sky
The second morning, before the mist lifted. Photo by M_pxio / Unsplash

One palette, three formats

The campaign ran on posters, in print and in the shop windows of twelve cities. Every crop was planned on set, so no picture had to be stretched to fit a format.

A woman in a camel coat on a terrace above a city
The window version, cropped on set. Photo by Iryna Marmeladse / Unsplash

Client: Linnea. Art direction by the studio, photography by Jonas Weber.

Next projectWhy we shoot every campaign in daylight