Success Is Found in Authenticity in H&M Brazil Campaign

H&M's entry into the Brazilian market is more than a simple retail expansion; it's a strategic case study in international production. The brand's 'Ritmos do Brasil' campaign, set to launch alongside its first São Paulo stores in August 2025, is a testament to the power of authentic, culturally-driven storytelling. Instead of imposing a global template, H&M chose to celebrate Brazil's unique identity through a locally-driven creative vision.

Production Strategy: Rooted in Local Expertise

The success of 'Ritmos do Brasil' lies in its commitment to local talent. The campaign’s creative direction was entrusted to Brazilian director and photographer Hick Duarte and creative Ana Sano, whose unique perspectives were critical in capturing the country’s essence. This decision was deliberate: it ensured the visual narrative would resonate authentically with the target audience, reflecting a deep understanding of Brazilian culture, colours, and rhythms.

The production was executed in Brazil by Ocean Films, in partnership with the Swedish executive producer Nils Ljunggren through his production company NLAB, with creative development led by the advertising agency Sandberg & Timonen.

Across seven full days of filming and photography in São Paulo and Rio de Janeiro, the project mobilised a large multidisciplinary crew, bringing together technical expertise and creative passion to deliver a campaign of global scale with local authenticity.

The production team’s brief was clear: move beyond a standard fashion shoot and create a vibrant, dynamic portrait of Brazil. This required a focus on movement, emotion, and genuine connection, a creative challenge that Hick, Ana, and their team embraced fully. The result is a series of images and video content that feel less like a commercial and more like a celebration of life.

A Cast that Defines Diversity and Authenticity

Casting was a pivotal part of the production process, masterfully handled by casting director Felipe Brasil. The campaign features a roster of 36 Brazilian talents, carefully selected to represent the nation's rich diversity. Securing icons like Gilberto Gil and Anitta, alongside top models and emerging artists like Carol Trentini and Agnes Nunes, was a strategic move to build instant credibility and cultural resonance.

• Gilberto Gil brings a legacy of cultural significance, representing Brazil's deep musical heritage and artistic spirit.

• Anitta embodies the country’s contemporary, global influence and vibrant energy.

This diverse cast created a powerful sense of relatability and inclusion, allowing the campaign to speak to a wide range of consumers. The production team prioritised capturing the authentic personalities of these talents, ensuring that each shot conveyed a genuine emotion rather than a posed image.

Creative Direction: A Language of Movement and Colour

Under the creative leadership of Hick Duarte and Ana Sano, the visual language of the campaign was meticulously crafted to reflect Brazil's spirit. The production leveraged a rich colour palette and dynamic compositions to convey energy and freedom. From the vibrant textures of fabrics to the natural, uninhibited movements of the cast, every element was designed to tell a story of cultural expression.

This approach reinforces the core message that 'fashion is a way of being,' a quote from Gilberto Gil that became the campaign's artistic anchor. For international production teams, this campaign offers a valuable lesson: true global success is often found in local authenticity.

By empowering local creatives and celebrating cultural identity, H&M has not just entered a new market - it has joined its creative community.