Mold Atelier On Trusting Your Gut
Project: Yoke Tokyo SS21 campaign, 2021
Words: Mold Atelier
When working on the idea and moodboard for our recent work for Yoke Tokyo, we dove into the planning, researching locations, models and creating stories.
The distance to the west coast from Oslo is too great to visit in person beforehand, so we did all our location scouting online. We fell in love with the perfect little beach surrounded by mountains very quickly but kept searching for something even better. We got a few recommendations and eventually decided to go with another beach a few hours away.
Two days before arrival, we both woke up with a strange feeling. We realized that the location was all wrong. Our instincts pulled us back to the initial location and the shoot turned out exactly like we wanted to.
Trust your instincts; your gut knows more than you think.
Mold Atelier is a multidisciplinary creative studio located in Oslo, founded by Linda Christiansen and Mikal Murstad Strøm. With experience in art direction, photography, styling, and graphic design, they develop products and visual storytelling, to build brands and to evolve their natural authentic identity.
Project credits
Client: YOKE Tokyo
Art Direction: Mikal Murstad Strøm
Styling: Linda Christiansen
Photography: Sara Angelica Spilling represented by Pudder Agency
DOP: Magnus Norstrand
Models: Hedda Sandvik and Jinbin Chen from Team Models
