This project was a photography-based assignment where I planned and executed a model shoot combined with landscape photography, and developed the result into a finished advertisement concept. The task was to create a strong visual message where the photograph itself carried the main idea, with minimal reliance on text.
I chose Fjällräven as the brand and focused on their iconic Kånken backpack. Using the coastal nature around my childhood home as the location, I aimed to create an authentic, Scandinavian outdoor feel that aligns with the brand’s identity. The concept was built around showing the backpack as a natural part of everyday outdoor life, rather than a styled or fashion-driven product.
The final outcome includes model and landscape photography combined into an advert layout, designed to communicate both functionality and lifestyle through composition, light, and environment.
Manual Mode, 1/100, f16, ISO 200, Metering mode: Center-weighted average, Focal Length 28 mm
Manual Mode, 1/80, f16, ISO 200, Metering mode: Center-weighted average, Focal Length 33 mm
Manual Mode, 1/80, f16, ISO 200, Metering mode: Center-weighted average, Focal Length 33 mm
Manual Mode, 1/80, f16, ISO 200, Metering mode: Center-weighted average, Focal Length 33 mm
Manual Mode, 1/80, f16, ISO 400, Metering mode: Center-weighted average, Focal Length 23 mm
Manual Mode, 1/80, f16, ISO 400, Metering mode: Center-weighted average, Focal Length 21 mm
The image below shows the final, post-edited result. Exposure, highlights, and saturation were adjusted in Camera Raw on PC to brighten the image, enhance color vibrancy, and reduce overexposure in the sky. A mountain fox was composited into the scene and carefully color- and light-matched to blend naturally with the environment. Graphic elements were added using Apple iPad Air and Apple Pencil, with final adjustments made in Photoshop for iPad. The typography was chosen to feel sporty and organic, with slightly uneven lines that align well with Fjällräven’s outdoors-focused brand identity.
The composition was designed to guide the viewer’s gaze naturally through the advert. Attention first lands on the people and backpacks, then follows the models’ line of sight toward the fox in the landscape, before continuing across to the illustrated fox element. The Fjällräven logo anchors the top of the layout, allowing the eye to move down toward the message and reinforcing a clear visual hierarchy.
Final advert
