Det er jo ikke rigtig sommer uden
Rather than treating summer as a single mood, we approached it as a collection of reading situations.
The creative direction was built around context as the primary storytelling layer, using content strategically rather than letting individual titles define the campaign.
A key part of the brief was to highlight a large selection of exclusive titles available only on the platform during the summer period. By placing these books within familiar summer scenarios, we were able to showcase exclusivity without making the communication feel promotional or catalogue-driven.
The responsive grid became a central part of the art direction, functioning both as a flexible design system and a storytelling device. It allowed us to integrate a high volume of titles while maintaining a strong, recognisable visual identity across platforms.
This approach positioned the brand as both content-rich and attentive, reinforcing its role as a streaming service that adapts to the reader’s life, not the other way around.