It Ends With Us
Film & Entertainment
A film-led brand activation transforming a bus shelter into a real-world experience, connecting narrative and audience through interaction and storytelling.
Services:
Concept Developement
Concept Developement
Client:
SF Studios
SF Studios
Year:
AFA Decaux
AFA Decaux
Concept
Concept Development · Brand Activation · Visualisation · Video Production
While working at AFA JCDecaux, I collaborated with the Brand Activation team on a campaign for SF Studios promoting It Ends With Us.
The brief was to create a public activation that could bring the film’s story into a real-world setting and engage passersby. Inspired by the main character Lily’s flower shop, we developed the concept of transforming a Copenhagen bus shelter into “Lily’s Flower Shop.”
The activation turned the shelter into a floral display where people could receive a bouquet, creating a tangible interaction tied directly to the film’s narrative and central theme.
Scope
I contributed to concept development and helped shape how the film’s universe could translate into a physical urban installation. I was responsible for creating visualisations and mockups used to present the concept to the client.
While SF Studios produced the final artwork internally, they adopted the core activation idea of sampling bouquets inspired by Lily’s flower shop.
In addition, I produced the campaign video documenting the final installation — including directing on-screen participants, filming on location, and handling post-production editing. The video generated strong engagement when shared online, including on LinkedIn, and the client responded very positively to the activation.
The first image below is the visualisation/mockup I created based on our concept proposal for the client, followed by the campaign video showcasing the final installation. The video was produced by me to document and present the completed activation.
Concept
Concept Development · Brand Activation · Visualisation · Video Production
While working at AFA JCDecaux, I collaborated with the Brand Activation team on a campaign for SF Studios promoting It Ends With Us.
The brief was to create a public activation that could bring the film’s story into a real-world setting and engage passersby. Inspired by the main character Lily’s flower shop, we developed the concept of transforming a Copenhagen bus shelter into “Lily’s Flower Shop.”
The activation turned the shelter into a floral display where people could receive a bouquet, creating a tangible interaction tied directly to the film’s narrative and central theme.
Scope
I contributed to concept development and helped shape how the film’s universe could translate into a physical urban installation. I was responsible for creating visualisations and mockups used to present the concept to the client.
While SF Studios produced the final artwork internally, they adopted the core activation idea of sampling bouquets inspired by Lily’s flower shop.
In addition, I produced the campaign video documenting the final installation — including directing on-screen participants, filming on location, and handling post-production editing. The video generated strong engagement when shared online, including on LinkedIn, and the client responded very positively to the activation.
The first image below is the visualisation/mockup I created based on our concept proposal for the client, followed by the campaign video showcasing the final installation. The video was produced by me to document and present the completed activation.
