It Ends with Us

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 the film It Ends With Us. The Brief SF Studios wanted to create a brand activation in the public space that could bring the film’s story into a real-world environment and engage passersby. Since the main character, Lily, owns a flower shop in the film, we developed the idea of transforming a Copenhagen bus shelter into “Lily’s Flower Shop.” Concept & Activation The solution turned the shelter into a small floral display where people passing by could receive a bouquet — connecting the film’s narrative with a tangible brand experience. By sampling flowers directly from the installation, the activation encouraged interaction while creating a memorable moment linked to the film’s central theme. My Role I contributed to the concept development and helped shape how the installation could translate the film’s universe into a real urban setting. I was also responsible for creating visualisations and mockups that illustrated the concept and presentation for the client. While SF Studios ultimately produced the final artwork themselves, they adopted the core activation idea — sampling bouquets inspired by Lily’s flower shop. In addition, I produced the campaign video showcasing the final installation. This included directing colleagues as on-screen participants, filming on location, and editing the final video in post-production. The client was very pleased with the activation, and the campaign video received strong engagement when shared online, including on LinkedIn. Below is the visualisation 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.