TEKLA

A self-initiated campaign built around Scandinavian summer, family memory and the quiet rituals of home.

I chose Tekla because I was drawn to its Scandinavian sensibility and wanted to build a story around the kind of core memory a summer house can hold. The campaign follows a mother and adult daughter, using sleepwear and linens not just as products but as part of shared domestic rituals, slow living and intergenerational connection. Natural light, tactile textures and understated interiors helped keep the world aligned with Tekla's brand language. The main challenge was maintaining consistency across the characters, pyjamas and towels while keeping the imagery warm, lived-in and believable.