Parallel Live
Parallel Live / H&M 180 — three cities

H&M 180: live coverage, social campaigns and event films across London, Los Angeles and São Paulo.

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H&M 180 / Case study

From the street.
Into the room.

A connected content campaign across London, Los Angeles and São Paulo. City teasers, talent arrivals, live experiences and recap films. Captured and delivered in real time.

Client
H&M
Locations
London / Los Angeles / São Paulo
Our role
Live coverage / Social content / Post-production
01 / H&M 180

London

A brand takeover across the city — teasers seeded on the Underground, red buses and street threads before doors, then celebrity arrivals, elevator content series and FPV walkthroughs captured and cut on site. Platform-native 9:16, delivered while the event was still trending.

Pre-event street campaign
3 films
Arrivals & talent coverage
Paid + organic
Elevator content series
2 films
FPV & walkthroughs
Same-night
Recap film
9:16
02 / H&M 180

Los Angeles

LA got the full canvas: a Sunset Boulevard billboard and city poster takeover feeding into graded celebrity coverage, lookbooks and reaction content from inside the room. Out-of-home and social cut from one camera department, one color pipeline.

Out-of-home
Billboard + posters
Celebrity coverage
Graded
Lookbook & fits
9:16
Aerial & birds-eye
2 films
Recap film
4K 9:16
03 / H&M 180

São Paulo

Brazil ran on energy: drone flyovers, fan cams and DJ sets alongside red-carpet moving lookbooks and creator moments with Boy Marinho. Coverage tuned to the crowd — loud, fast, and native to the platforms it was born for.

Aerial coverage
Drone
Creator content
Boy Marinho
DJ set recap
DJ Maz
Red carpet lookbook
Moving
Vibe recap
9:16
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