Our latest campaign shoot for LOJEL features “Semo”, their exciting new collection of carry essentials—including backpacks, totes, laptop sleeves, and tech organizers. This campaign brought us to the vibrant city of Stockholm—which is also home to Johanna and Jacob (J+J Studios), the talented designers behind the Semo collection.
This two day shoot called for extensive planning, location scouting and talent sourcing—all with a short time frame to bring all components together. The Semo collection continues LOJEL’s aim to evolve beyond a luggage brand and provide modern and sustainable carry solutions that seamlessly integrate into the dynamic lives of everyday commuters. The city of Stockholm effortlessly reflected these same values, known for being design-forward with a vibrant city life.
In addition to the Semo collection, our shoot also captured new colour ways for LOJEL’s Cubo luggage in Burnt Sienna and Linen. To embed these colours into the city, we leveraged the linen/off-white tones of traditional Swedish interiors and featured the Burnt Sienna Cubo at Rådhuset Metro station, a unique station planned by architect Michael Granit and designed by the artist Sigvard Olsson.
One of the standout moments of this trip was reconnecting with our long time friend and talented director, Rosanna Peng. Over hotel breakfast and cozy meatball dinners, we reminisced about our first collaboration over 11 years ago—a passion project called the Commute App. Seeing how far she’s come since then filled us with pride and inspiration.
Photo shoots like this one always leave a lasting impression on our creative process. This time, we were reminded of the incredible power of collaboration. With around a dozen creative minds on set, we witnessed a beautiful synergy as each individual brought their passion and expertise to life. It’s moments like these that fuel our work and remind us why we love what we do.
