Julie Hyld


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c’est moi, Hyld Studio

Salomon Advanced - campaign shoot



These past months with COVID-19, we have urged to get outside. Being locked in, we have found the real value in freedom and fresh air. Never before have the outside been so needed, and it has come to our attention, that the real sanctuary and where we need to find mental space is right outside the front of our door. Thats why with this campaign, we took to the nature in the capitol of Denmark, Copenhagen, to show and inspire others to seek the nature close to them.  

We need breaks, to keep up with the pulse and energy from the city. And luckily there’s lots of places in close to home, where you find peace and fresh air, it’s all about being curious and insist, that even in bigger cities, you find more than teenagers getting drunk and listening to techno.

Inspired by the unknown of trail running, finding new paths and explorings nature you havent seen before. The campaign shows curiosity, chasing sunlight and trying new paths. 

”BY MISSING NATURE RIGHT NOW, AND EACH OTHER, THIS MAY BE A WAY TO FALL IN LOVE AGAIN WITH NATURE AND WITH EACH OTHER. I’M THINKING ABOUT IMAGINATIVE HOPE. I’M NOT TALKING ABOUT BLIND HOPE. IMAGINE WHAT THE WORLD WOULD BE LIKE IF THINGS WENT RIGHT — IF WE ACTED ON CLIMATE CHANGE, IF IN FACT, WE SET ASIDE BIG AREAS FOR BIODIVERSITY; IMAGINE A DIFFERENT KIND OF CITY, WHERE IT’S FILLED WITH BIODIVERSITY IF WE BEGIN TO IMAGINE THAT NOW — AND I HOPE THAT THIS OCCURS, PARTICULARLY WITH YOUNG PEOPLE — IT’S A LOT MORE LIKELY THAT WE WILL GET THAT WORLD THAN WE WILL GET THE POST-APOCALYPTIC WORLD THAT WE’RE TOO USED TO IMAGINING.”

-RICHARD LOUV







photos: Simon Birk
Creative direction: Julie Hyld


May 2021



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julie.hyld@juliehyld.com