Kangol X H&M is an iconic, 90s inspired streetwear collection designed for self-expression. For the launch, we wanted to create something that our Internet-obsessed Gen Z audience could truly make their own. Working with one of their heroes — popstar Mabel — we hacked IG Stories filters to create a first-of-its-kind music video that lets anyone become the star.

This set of IG Stories filters taps into everything that our audience loves about filters — looking beautiful, playing fun games, showing off dance moves and expressing themselves — while, at the same time, taking the format to a whole new level. 

When a user posts the six #KangolxHM filters in a row, they combine to create a one-of-a-kind music video for Mabel’s song “Bad Behaviour” that appears in their own Story. Head over to @hm to make your own!

This global campaign was concepted, shot and delivered during the middle of a global pandemic. B-Reel and H&M worked closely together with photographer Mel Bles and VFX house Filmic Art using innovative production solutions.