Lekmer

Art Direction for SS20

Lekmer is an e-commerce store specializing in children's toys and clothing, with a name that says it all: "play more." For their Spring/Summer campaign, we embraced this playful spirit by crafting an art direction that would immerse customers in the world of childhood imagination.

The concept was built around the idea of seeing the world through a child’s eyes — filled with joy, exploration, and endless play. To bring this vision to life, we created a series of dynamic, playful sets carefully designed to evoke a sense of fun and play, with the focal point being an elevated perspective — all imagery was shot from above.

This approach not only gave the visuals a distinct and playful look but also allowed the clothing and toys to interact in fun, unexpected ways. The layout of each set was intentionally designed to mimic the sense of freedom and creativity that children experience during playtime. From toys scattered like treasures to clothes artfully arranged in joyful chaos, the images captured the essence of fun, exploration, and the beauty of childhood.

The final result was a collection of imagery that felt both playful and immersive — an invitation for parents and children alike to dive into the joyful, carefree world of Lekmer, where every product is designed to encourage imagination, learning, and of course, more play.