Photography: Robi Rodriguez
With cinematic, sunset-soaked lighting, HAAL Founder Anders Haal set his Stockholm label’s spring ’16 campaign against an environment that looks like a broken paradise. Though beautiful and noticeably nostalgic, the imagery also feels slightly unsettling—a narrative that probes ideas surrounding community and commercialism, togetherness and loneliness. He’s established a sense of romanticism throughout and juxtaposed this against aloof, empty mediums, like billboards and crowd formations.
In one diptych, a couple is pictured on a sandy beach, while their sunken smiles suggest they’re having a less than desirable time; the complementary photo shows a billboard highlighting litter—an advertisement that fuels this conversation surrounding idealized scenarios with an underlying sense of gloom. Another campaign photo showcases a group of people arranged into the statement, “Stand Alone,” alluding to the modern-day disconnect between the digital and physical, the group and the individual.
“We have collaborated with multiple photographers all over the world who have sent in imagery of advertising formats in their own urban habitat,” HAAL explained. “Then through post-production we mounted our own imagery onto these cityscapes, disrupting these environments with our own branded iconography, a kind of guerrilla advertising of the 21st century.”