A School Bus Becomes a Runway for H&M's Bold Back to School Spot

Seen across television screens and OOH, new work from Darling Films’ Swedish director Daniel Skoglund in his continuing relationship with H&M after illustrious campaigns in the past.

"The idea for these films was to turn a school bus into a runway on the first day of school. Something that would bring out the confidence in the kids, and inspire a positive vibe. We also wanted to bring out a confident and stylized look that didn't feel too childish, and that would capture the feeling of the first of school” said director, Daniel Skoglund.

Soundtracked by Nigerian funk musician William Onyeabor’s 'Fantastic Man' set within a hot-pink bus that feels reminiscent of the recent pink-tastic Barbie craze that’s taken over this summer.

This is the next in Skoglund’s work following campaigns with clients such as Helmut Lang, Volvo, Polestar, Target, Samsung, Dior, J.Lindeberg.