FIG. 020

The Elephant

A Day's March

FIG. 020.1 — FILM — The Elephant

Year: 2026
Role: Creative Lead
Discipline: Artist Collaboration
Location: Stockholm
Thanks to: ALEX LUND, A DAY'S MARCH, OWE GUSTAFSON

I led the creative concept and direction for the launch of the Elephant as a permanent part of the A Day's March collection.

Inspired by childhood favourites like Space Jam, the campaign brought animation and live-action footage together, taking the Elephant off the clothes and into the real world. The idea was to introduce it as a character with a life of its own.

The campaign paired the film with product still lifes, using playful compositions, layered garments and colour to carry the character's personality through the photography.

Yellow and navy striped rugby shirt with an embroidered pink elephant patch, layered over a blue striped shirt with an A Day's March label — FIG. 020.2

Four shirts in navy, blue and white stripes and plain white, each with an embroidered pink elephant patch on the chest — FIG. 020.3

Four white sneakers stacked on a coral pink background, each printed with a pink elephant graphic — FIG. 020.4

Blue and white striped shirt on a wooden hanger against a coral pink background, with a small elephant patch on the chest — FIG. 020.5