Casting

Models should reflect our Swedish
values on diversity: look modern,
pleasant and approachable. They should appear premium and aspirational yet authentic.

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Capturing the moment

• Show a natural moment (relaxing, having a coffee, doing sport etc.)

• Getting closer to people, capturing a real and authentic moment

• Movements are real, something is happening, not just sitting or standing

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Art direction

• Where possible, cast directional light

• Cropping of model heads should only be done when focusing on a benefit

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Diversity

• for multiple people - represent modern families and diverse lifestyles
   

Ensure models can act so that the
experience feels lively and authentic. The imagery should have energy, rather than seem mannequin-like.