In cooperation with the designer, Ellinor Brännström, syn_ agency developed and executed the concept for her campaign and lookbook. The collection is about challenging gender stereotypes - elements that are linked to masculinity and femininity that she aspires to tweak and give new spirit to. This highly emotional charged project was translated into a dance (or fight) of the metaphorically present gender types. Leaving room for interpretation, discussion and in the end acceptance. The project included developing the concept, casting and production of the imagery.