When Brownsfashion.com decided to launch kids-wear to add to the product offering, Andreas was tasked to define a unique concept,  and deliver what would be the creative direction for Browns Kids. To achieve this he structured and hired a new global team to work with him.   
The concept was an amalgamation of shots of kids having fun, combined with illustrations + animations. He worked directly with the illustrators to create the ‘’The Monsters’’, a family of imaginary friends that would be placed on the imagery to get an unexpected and unique element.
For the next 5 months he inspired and directed the teams through various testing on model and still life photography to formulate what would be the Browns Kids signing off the final results. He also worked with the studio production in defining the most appropriate product flow to deliver on the creative.  
The Creative run for a year post launch, through the website, home pages, banners as well as social with big engagement from customers and brands.  
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Kids will be kids..