IRONY AS THE LETTERS, SENSITIVITY AS THE NAME, ENERGY AS A SERVICE




ms [ems] is a creative studio and active research practice dedicated to conceptualising the perspective of energy and performance in contemporary storytelling. Assisting both established and emerging brands with a framework for development and delivering projects tied to cultural analysis with a forever off/online approach. 

”irony as the letters, sensitivity as the name, energy as a service” could be interpreted as a slogan or a philosophical statement, suggesting a layered perspective on life and interactions: 

”irony as the letters”: This could imply that there are often layers of irony or unexpected meanings within written or spoken language. It highlights the complexity and nuance of communication. 

”sensitivity as the name”: This suggests valuing sensitivity or honesty in interactions. It could imply understanding and considering relationships as important. 

”energy as a service”: This phrase could be taken literally, referring to providing energy as a utility service. However, in the context of the other phrases, it might also suggest a broader interpretation. It could mean offering an energetic desire for performance or support as a service to others. When integrated, the statement advocates for understanding the complexities of communication, valuing a philosophy of honesty and cultural dedication in the support of others.




INSTAGRAM
SOUNDCLOUD





ASICS
CONCEPT & PRODUCTION


MOVE YOUR MIND campaign with ASICS and Distance Running

Introducing MOVE YOUR MIND together with ASICS and Distance Running, embodying the philosophy of a sound mind and a sound body through movement and a desire to explore and discover unknown terrains. Shifting the balance from performance to self-discovery, believing the body can change the mind.

For the campaign, guests were invited on a day trip to Møns Klint for an exploratory trail run, followed by a Japanese-inspired dinner by Caroline Sofie.





PRAWN
BRAND STRATEGY & CAMPAIGN


Brand strategy and campaigns for PRAWN

Working with PRAWN on their overall brand strategy and campaigns.

In our efforts to move beyond fleeting tendencies and prioritize meaningful, long-term relationships, we are introducing PUBLIC ISSUE—a series of collaborative mini-campaigns with selected creatives, aimed at exploring the energy and universe of PRAWN through their unique perspectives. Each project is an open interpretation of the intersection between vulnerability, a youthful and often punk attitude, and an ever-present layer of irony.

Suggesting a multilingual approach that transcends communications barriers, offering a direct translation into emotional resonance and universal connection. A place where contrasts blend like tapestry and subtlety delivers an unassuming persona.





NIKO JUNE / NSS
CONCEPT & PRODUCTION


NIKO JUNE and NSS Magazine – Newsstand at Copenhagen Fashion Week

Utilizing the cultural connection of NSS and the design powerhouse of NIKO JUNE, presenting a collaborative newsstand as the central venue of Copenhagen Fashion Week SS25. This collaboration offered a space where fashion, design, and culture intersected, reflecting the creative energy of the week.





OBJECT 02

Introducing ms merchandise - object 02.

Installing ‘energy as a service’ delivers an instrument for exploration while testing the limits of imagination.

Made to order.  
MERCHANDISE





    ROSKILDE FESTIVAL / WOOD WOOD

    Launching the repackable WOOD WOOD Pavillon.

    A custom, reusable pavilion was developed in creative collaboration with architecture firm Studio Gestalt, introducing WOOD WOODs take-back programme at Roskilde Festival. The space served as a temporary pop-up space, and immersive extension of the digital website.

    Made in creative collaboration with Studio Gestalt
    CONCEPT & PRODUCTION







    NIKO JUNE

    Launch during 3 Days of Design

    Strategy and brand activation during 3 Days of Design with a celebratory breakfast installation, showroom reception, dinner and afterparty madness.
    STRATEGY, ACTIVATION & COMMUNICATION






    WOOD WOOD

    SS23 RUNWAY SHOW

    Shutting down the architectural bike bridge of Copenhagen to present WOOD WOOD SS23 Runway Show. In charge of creative production with stage design, music direction with oqbqbo, and ensuring compliance with applicable traffic regulations for the location.
    PRODUCTION, STAGE DESIGN & MUSIC DIRECTION







    SNOW PEAK

    Community fouraging event

    Introducing a community event for Snow Peak in Copenhagen. To tap into the essence of the Japanese outdoor brand, we invited local forager Kristoffer Schou to help our community source ingredients from the environment of Amager, before cooking up the likes of time-honoured Japanese miso soup, poached eggs and toasted marshmallows around an elite camping set-up.
    CONCEPT & PRODUCTION








    WOOD WOOD

    Digital campaign

    Presenting the first WOOD WOOD digital campaign for the pre-fall 2023 collection. Going digital to also cater for an online community with online possibilities. Working with Tideland Studio for animation.

    Showing the campaign video on all platforms, retail and WW showrooms.
    ART DIRECTION








    DOUBLE A

    Brand positioning and re-launch.

    Working with the positioning and re-launch strategy for the WOOD WOOD sub-brand DOUBLE A. An independent genderless collection working with high-quality street-wear essentials. Presenting a brand imbued with an uncut attitude and aspires to connect and facilitate an international community of young, aspiring personalities. 
    BRAND STRATEGY & GO-TO-MARKET