Björn Borg AW23 content shoot

For the AW23 Björn Borg shoe collection, I was asked to produce the content shoot. I was responsible for the creative direction, project management incl. budget and set design.

As for the creative direction, I wanted to stay close to the DNA of Björn Borg, keeping it minimalistic and artistic all at once.

Working with a small budget, I had to get creative myself to get to the desired end result. Starting from scratch with loose plates of wood, 288 tennis balls 🎾, 288 screws drilled into wood 🔩, 288 holes drilled in the tennis balls makes this the result:

Photography done by Joël de Haan
Art direction and set/prop design: Me