H&M Move had the product—Storm Move, a genuinely high-performance outer layer. But in the competitive outdoor space, credibility isn’t claimed, it’s earned. And while the gear delivered, the brand hadn’t yet broken through with the core outdoor crowd.

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To shift perception, our campaign diverted from the polished studio shoots - and catapulted the kiti nto the real world—activating a global network of grassroots movers across the UK, Germany, USA, and the Nordics. From trail crews in the Lake District to urban runners in Berlin and Alps aficionadoes, each creator pushed the Storm Move jacket in their own conditions.

 

The result? A stream of raw, weather-tested content built for H&M’s channels—proving the product’s performance and earning genuine outdoor credibility.

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CREDITS

 

Agency: All Conditions Media

Studio Photography: Studio Liderdale

 Creative: Me + Danielle Chiaranti

Accounts: Charley Greening + Charlotte Taylor-Smith-Pritchard

Editor: Simon Eustace

Content Creation: Influencers

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