H&M: Men's Underwear
Brand
Date
Apr 2024
Description
H&M presents this men's underwear campaign featuring model Luka Tesic. The series is captured by photographer Thomas Cooksey, focusing on intimate portraiture and sculptural studio imagery. Technically, the work leans into an editorial aesthetic, utilizing soft directional lighting to define skin texture and anatomical contours. The visual approach incorporates monochrome and desaturated tones, paired with film-like grain to maintain a moody, understated tone. Abstract elements, such as subtle motion blur and double-exposure effects, are introduced to provide a dynamic layer to the otherwise focused, studio-based compositions.
Style
Editorial, Vertical, Monochrome
Techniques
Soft Light
Industries
Background
Black Seamless
Context
Advertising Campaign
Associated creatives
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