Fjällräven Kånken Art
Shooting 35mm film on location for a global Fjällräven launch
Kånken Art ‘23 by Mander
ROLE
Photography
SCOPE
Analog Film Photography
CREW
Sara Östberg
My Toninelli
Casey Lorenzen
Eve Eriksson
Dennan Olzon
Zebbe Landmark
Martin B Nagy
Analog on location
When Fjällräven launched their Kånken Art ’23 collection with Mander, they wanted a visual narrative grounded in everyday life, not staged sets. They brought me and a few close friends out into Stockholm to document a day cruising the city and green spaces.
Equipped with 35mm film cameras, we captured raw moments on the go, bringing our personal style into the campaign.
Grain, motion, and sudden shifts
Shoot day was scoped for summer sun, but delivered grey skies and pouring rain. We adjusted without killing the schedule.
Overcast weather and wet asphalt meant 35mm stock had less light that we needed to work around. We kept the pace moving on our bikes in urban green spaces with the crew in frame, letting real momentum dictate the composition rather than forced poses.
Turning real moments into campaign assets
The film rolls gave Fjällräven images that felt real because they were. The shots went into Instagram stories, social feed assets, and campaign landing pages. Proving that actual movement and wet concrete give a solid complement to a controlled studio setup sometimes.
