Creative brief:

Spring is reviving from the dark and long winter and everything seems new and somehow healing, leading us to spend more time outdoors, enjoying the first warm days, appreciating nature and discovering the beauty of life in all its facets. With the joys of transition, we leave the last season behind and light-hearted we embrace a fresh start.

Guiding Concept: Transition of colour and movement

A main challenge for this campaign was the rollout of content in three distinct batches – one for each month between March and May. The imagery needed to be visually consistent, yet still communicate the transition from winter to summer. This was achieved with colour grading and a sense of movement in the images. In March, the images are still and cool toned, and increase in warmth and dynamic through April and May.