Harry Karlsson Collection

The project

Classic Living partnered with the family of Mariefred painter Harry Karlsson to create a collection inspired by his artistic legacy.

I supported the launch with a focus on creative production and paid social — developing advertising concepts, supporting the product photoshoot, producing photo and video content, and managing Meta campaigns.

The project combined storytelling with product communication: how could we introduce the person and story behind the collection while creating visual content that felt relevant and engaging on social media?

From story to social content

The collaboration had a strong connection to Mariefred and Harry Karlsson's artistic legacy, providing a natural foundation for the creative direction.

I helped translate this story into social-first photo and video content, while also supporting the product photoshoot and developing creative assets for advertising.

The aim was to introduce the collaboration and give the audience context around the collection, while creating a visual expression that felt consistent with Classic Living.

The content moved between the broader story of Harry Karlsson and the more tangible details of the collection — using photography, video and product-focused imagery to create different entry points into the campaign.

Creative testing on Meta

Paid social gave me the opportunity to put different creative approaches into market and see how audiences responded.

I developed and adapted multiple ad concepts, exploring the balance between storytelling, visual engagement and product communication.

The campaign achieved a 6.04% link CTR, indicating strong interest in the content among the audience reached.

One of the clearest learnings came from comparing the creative approaches.

The more storytelling-led content generated significantly more engagement and video consumption. It was effective at capturing attention and creating interest around the story behind the collaboration.

The more product-focused creative, however, showed stronger signals further down the customer journey. By putting a specific product at the centre of the communication, the ad created a more direct connection between the content and the collection.

This revealed an important creative insight: the content that generates the most attention isn't necessarily the content that generates the strongest commercial response.