H&M x refinery29



high street giant H&M tasked Refinery29 with helping to launch its spring 2021 collection. in response, we created a shopping feature with some social amplification to put the collection front and centre with the r29 audience. 

As both the creative and producer on this project, I was responsible for creative ideation at proposal stages and once sold, bringing the campaign to life by managing the delivery timelines, budgets, commissioning and creatively briefing writers and designers ensuring high creative standards throughout.


writer: Aimée Grant Cumberbatch

design: Natalia Bagniewska