For the XL-Hjälpen campaign, I led the creative vision as Art Director at our agency. The story centered on the everyday heroes who, despite life’s demands, make it possible for kids to participate in activities, helping create a healthier and happier childhood. XL-Hjälpen supports these dedicated volunteers by building crowd stands, locker rooms, and other essential facilities, and we wanted the campaign to reflect that authenticity and craftsmanship.

To capture a timeless and emotional feel, we shot the commercial on 16 mm analog film, adding warmth and texture to the storytelling. I ensured that every visual detail aligned with XL-BYGG’s brand and the campaign’s core message.

The campaign ran across TV, DOOH/OOH, print, and social media, ensuring strong visibility and engagement across multiple touchpoints. By blending a nostalgic visual style with a modern media strategy, XL-Hjälpen resonated with audiences and reinforced XL-BYGG’s commitment to supporting organizations across Sweden.

XL-HJÄLPEN CAMPAIGN

Year: 2025
Client: XL-BYGG
Agency: Sweet
Production: Blonde Inc
Country: Sweden
My role: Concept, Art Direction, Motion design
Shot on: 16 mm analog film