H&M x MET Gala 2024
H&M wanted to make a statement at the MET Gala and show up as a credible fashion brand on the world’s biggest red carpet. The theme, “Sleeping Beauties: Reawakening Fashion”, needed to be translated into something culturally relevant and emotionally resonant, fast.
Solution: I led the creative concept and strategy, building a multi-layered campaign around the idea of mirrors, literal and metaphorical, to reflect identity, nostalgia, and dreamlike beauty. We dressed six talents (Adwoa Aboah, Paloma Elsesser, Awkwafina, Quannah Chasinghorse, Hari Nef, and Stefon Diggs) and created a 360° storytelling approach: raw mirror selfies, kaleidoscopic visuals, and polished editorial content. We also brought in fashion reporter Bernard to expand the narrative across his own platforms and interview the design team, adding credibility and reach.
Concept: Mirror, Mirror
As Global Art Director & Strategic Lead, I created the core concept, oversaw execution across all content formats, and managed real-time delivery in a high-pressure, high-stakes environment. I aligned multiple stakeholders, talent, and teams to land every moment with precision.
Credits
Photographer Christine Hahn
Photographer Bj Pascual
Set design Javier Irgoyen
Production Day Int.
Production ofbecomingus
We shaped a headline-making moment for Adwoa Aboah’s pregnancy announcement.
Awkwafina
Paloma Elsesser
Hari Nef
Stefon Diggs
Quannah Chasinghorse
RAW
From a brand perspective, leveraging Bernard’s channels organically presents an opportunity to build fashion credibility and strengthen H&M’s positioning as a true fashion brand.
Making of the looks & all talents
ALL LOOKS
CUNT
Built CUNT from the ground up an unapologetic, design-led menstrual brand redefining period care as something luxurious, not clinical. Developed the brand concept, name, and tone of voice. Designed the visual identity, packaging, and digital presence. Defined product positioning, sustainability ethos, and market differentiation.
Crafted all content and copy, and storytelling. Created the homepage & e-commerce setup.
In collaboration with Naughty Society
End-to-end brand creation.
Role: Founder & Creative director
What: Identity, branding, AI, product development, E-com.
CUNT is redefining what it means to bleed. Born in Scandinavia, made with 100% German medical-grade silicone, guaranteed for 8 years. CUNT's not here to hide bleeding, we’re here to make it iconic.
H&M STUDIO
H&M needed relevant, trend-driven content to support the launch of their Holiday 2023 Studio collection. The brand had a history of missing cultural moments, this time, I wanted to get it right.
Solution: I brought in Sabrina Bahsoon (Tube Girl) at the peak of her virality to capture her confidence and cultural heat. My aim was to merge her TikTok energy with H&M’s romantic, high-fashion Studio world. We filmed on a 1920s tram in Stockholm, a nod to elegance with a modern twist. To build fashion credibility, we also created an interview between Sabrina and H&M’s Head of Design, adding depth and storytelling to the campaign.
Concept: Confidence, captured in motion
In collaboration with KIN
As Global Art Director/Creative Lead, I led the concept from start to finish, identifying the talent, shaping the creative, setting the tone, and pushing for cultural relevance. I ensured the work felt bold, beautiful, and on trend, not behind it.
TikTok & Instagram
+100% above H&M’s average performance on TikTok
MY FAV
Ann-Sofie (Head of Design, H&M) & Tube Girl getting into a conversation about fashion and snacks
work@zowiebubalo.com / +46725169949
Mugler x H&M
#MuglerHM
H&M wanted to generate massive social buzz for their Mugler collaboration and position the launch as a cultural and commercial moment.
Solution: As Creative Lead for social, I conceptualized and executed the TikTok and Instagram strategy. I developed a platform-specific content plan that aligned with Mugler’s edgy, fashion-forward identity and resonated with H&M’s trend-aware audience.
I led real-time content production during the NYC launch event, capturing runway clips, behind-the-scenes footage, influencer moments, and red carpet coverage. We aimed to show personal, intimate perspectives on TikTok, and gave Instagram users full access to the night via stories and in-feed moments.
We worked with a curated mix of talents and influencers, including red carpet host Alex Consani to boost reach and add cultural credibility.
In collaboration with Fashion to Max.
As Global Creative Lead I led the end-to-end social strategy and execution, shaping content to spark shares, saves, and conversation.
TikTok & Instagram, PR
The campaign generated major engagement across platforms, drove media coverage, and helped position Mugler x H&M as one of 2023’s biggest designer drops.
TIKTOK
On TikTok we wanted to be personal and intimate, showing different perspectives from talents, backstage and the performances.
INSTAGRAM
On Instagram the audience could follow the event on stories throughout the night. In feed the audience could follow talents and models behind the scenes, view red carpet interactions and other big moments.
Models BTS
&
Redcarpet host, Alex Consani, friend of both brands.
Rabanne x H&M
#RabanneHM
Rabanne x H&M was announced with a high-voltage party at Club Silencio during Paris Fashion Week. The goal: create instant cultural buzz and make the most iconic designer drop of the year.
Solution: We dropped the news through a star-studded social media blast featuring Cher, Robyn, and Peggy Gou. On Instagram, we kicked off with Cher in Rabanne H&M, a bold, unexpected move that instantly set the tone. The feed mixed iconic guest looks with party highlights and behind-the-scenes reels. On TikTok, we took a rawer approach with a campaign host sharing authentic moments from the fitting suite and GRWM content. This dual-platform strategy captured both the energy of the event and the fashion itself.
Concept: Icons Only
In collaboration with Romain Reglade.
Photographers
Germain Larkin
The results spoke for themselves: 42x more online mentions than the Mugler H&M launch, setting a new benchmark for designer collab drops.
TikTok & Instagram, PR
As Creative Lead for social, I shaped the platform strategy, tone, and content execution across TikTok and Instagram. I ensured we balanced high-gloss moments with raw, social-native energy.
As for Instagram Stories, we cooked up a storyline inspired by a conversation between guests we overheard:
"I just had the craziest hour of my life."
This approach on SoMe & PR overtook previous designer collaborations announcements by far, with 42 times more online mentions than Mugler H&M, for example.
H&M
H&M wanted to strengthen their Employee Branding with a new concept to reach new talents but also to inspire current talents. We rebranded the identity, tonality and launched with a campaign focused on diversity, fashion and a thought journey; What do you want to be?
Solution: We wanted to celebrate positive
mindset of H&M by bringing a hero hidden in plain sight to the forefront – the & sign in H&M.
New concept: Be yourself & more at H&M
In collaboration with NOA, NewLand production, Strange Cargo film and many more talents.
Online, OOH, DS, HM.com & Social Media
As Global Art Director for H&M, I led the entire creative process—from selecting the agency and director to casting, styling, and VO tone. Drove the brand identity shift and ensured every visual and voice aligned with the new concept: Be yourself & more.
Be yourself & more
Shortlisted for best cast in shots Awards 2021
