ABBY.WORLD is an interdisciplinary creative agency delivering fully integrated brand worlds through advertising, identity, pr & content.


To celebrate their first ski collection, H&M Move asked us to create content to kick-off the ski season of 22/23. H&M Move’s mission is to get more people moving so we joined forces with influencers from a spread of communities to get the target audience excited.In a new take on influencer marketing, we traveled up North together with the selected profiles and co-created ideas in a cabin before heading out to film on the slopes together. Each clip was tailored to each content creator and to H&M Move’s global channels, generating loads of unique takes on the outdoors that inspired more people to enjoy an active winter.Content creators: Julia Dang, Hildur Karlsson, Gabriella Skog, Andreas Wijk, Sophie Odelberg.

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