SUMMER SALE | Vacier Creative & Film direction
Summer Sale was a seasonal campaign developed for Vacier, using the traditional cyanotype process to translate the feeling of a Nordic summer into a physical visual language.
Rather than approaching the sale through conventional promotional imagery, I built the creative direction around sunlight itself as a production tool — exposing jewellery, silhouettes and graphic elements onto light-sensitive paper and allowing time, weather and natural imperfections to shape each image.
The campaign combined the handmade cyanotype process with real product photography and film, documenting each stage from exposure and development to washing and drying. The characteristic blue became both the campaign’s visual identity and a reference to the long daylight and cool tones of the Swedish summer.
The result was a sale campaign rooted in craft and materiality, turning a traditionally commercial moment into something tactile, imperfect and unmistakably connected to Vacier’s visual world.