Client: Steen & Strøm
Category: International Fashion/Lifestyle/Destination
The Challenge
Steen & Strøm wanted a Spring campaign that felt true to Oslo. Not the postcard-perfect clichés, but the real city.
The brief was to reflect its multicultural energy, its hidden corners, and the effortless style of the people who call it home.
We needed to move away from polished fashion gloss and toward authenticity, capturing a group of friends navigating their city with ease, personality, and individuality.
The Creative Response
We created “Oslo: 10:00”: A campaign following four friends through a single day in the city. Shot in a natural, documentary style with film textures, soft focus, and a touch of movement, the visuals feel lived-in and real.
Each character brought a distinct style, from post-punk chic to effortless cool, reflecting Oslo’s diversity and the fashion blend found within Steen & Strøm.
Locations, including espresso bars, beaches, parks, kebab houses, tram stops all grounded the story in the city’s everyday rhythm.
The result: A graphic identity inspired by film borders tied everything together, creating a world that was cinematic, contemporary, and unmistakably Oslo.
