Arkaden is a shopping mall in Gothenburg. We were asked to increase their digital presence and engage customers.

The target audience loves to take pictures and create their own content. So we let go of control and let the customers shoot the fall campaign. One lucky winner was elected – his or her picture was then published in the newspaper and exposed on outdoor ads. No previous experience was needed, since we arranged the model, the studio and the styling. All you had to do was to take the picture.

Now, anyone could be a fashion photographer.