🦊 Color in the City – A Photobreak Collaboration
Shot by Kim Daniel Vedal on Yashica T4 / Cinestill 800T
Some brands have been part of your life for so long that they feel almost like old friends. For me, Fjällräven is one of those brands.
I’ve been a fan of their bags for as long as I can remember. I think I was around ten years old when I first noticed them. What caught my attention back then is still what makes them special today: the bright colors, the practical design, and that unmistakable red fox logo. It’s simple, clean, and instantly recognizable anywhere in the world.
So when we got the opportunity to create an ad together with Fjällräven in Oslo, the answer came instantly. No hesitation. Just a simple yes.
I gathered the Photobreak team, and we started shaping the idea. I wanted the project to feel urban but still connected to the outdoors. Cities can sometimes feel a bit grey, especially in the north, so the goal was to let the colors of the bags pop against that environment. Visibility, movement, and contrast became key elements.
We also wanted to approach it from a photographic perspective, not just video. Kim had a great idea early on: shoot some of the material on analog film. We used Cinestill 800, which is one of our favorite stocks, and combined it with both modern digital cameras and some older digital gear to create a slightly retro feeling. Fjällräven is a brand that has been around for decades. I’ve known it since the 80s, and that sense of longevity felt important to reflect in the visuals.
The entire project was shot in one day and edited over the course of a week. As always with creative work, there were plenty of tweaks and back-and-forth discussions with the team along the way.
In the end, this became a true Photobreak team effort, and we’re incredibly happy to have been part of the journey.
Sometimes the best projects are the ones that start with a simple thought:
Take something practical.
Take something colorful.
Put it into the city.
And let the red fox run.
🦊 @fjallravenoslo
