Art direction and campaign concept for a beautiful series of miniature vases, designed by Claesson Koivisto Rune for Orrefors. CKR’s romantic concept for the seven vases, called “Midsummer”, references the Swedish midsummer’s eve tradition of picking seven different wildflowers and placing them under one’s pillow to induce dreams of a spouse-to-be. One flower for each vase.
With Orrefors’ new direction, ‘Scandinavian Noir’, as a base, we added a dreamy surrealism through in-camera experimentation and illusion, evoking the magic and mystery of Midsummer.
This was a fun, hands-on, experimental project together with the Orrefors in-house team and Edling agency.