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






ms [ems] is a creative studio working actively in the analysis and conceptualisation of contemporary brand storytelling.

A philosophical framework in which cross-cultural understanding transforms creativity into compelling content, and the infusion of energy sparks performance in every project. We believe in honest interactions and in building strong narratives for brands.

Contributing within brand- and concept development, activations, installations and music direction with comissions including Asics, Niko June, Wood Wood, NSS Magazine and Prawn.























INSTAGRAM
SOUNDCLOUD










GUBI
PRODUCTION

Screening installation for the GUBI F300 launch. 

Concept by e-Types





PRAWN
CONCEPT & CAMPAIGN

JOY is an ironic statement on the absence of direct, unfiltered joy. Not to suggest sorrow, but to explore something more layered. The campaign presents a nuanced perspective on what joy can look like in an unpredictable, unsettled world. It resists the pressure to smile, to perform, to appear okay and instead embraces the complexity of emotional presence. The creative direction is built around a series of intimate portraits. Each model meets the lens with a calm, unwavering gaze. Confident, grounded, and difficult to decode. Are they worn down, or are they holding on to something deeply resilient? This tension sits at the heart of JOY.

Photography: Colin Svensson &





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.





ASICS
CONCEPT, CAMPAIGN & 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.





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.





ASICS
CONCEPT, CAMPAIGN & PRODUCTION


NOVABLAST™ 5 launch

An orienteering run through the bricks of Copenhagen, marking the launch of the highly anticipated NOVABLAST™ 5 running shoes. Testing the energy return of the shoe with a team competition navigating 6 stops and being the first team to return to base. 

An evening with energy and rhythm.





PRAWN

Packaging design

As part of the overall brand strategy for the jewellery brand PRAWN, a new packaging design was introduced, utilizing vacuum plastic, recycled denim, and calque paper.
PACKAGING





ASICS

Shoe installation for launch event

The newly released NOVABLAST™ 5 features a trampoline-inspired outsole to provide more responsiveness and bounce. The installation highlights the design of the outsole and the crafted composition that defines a good running shoe.
INSTALLATION BUILD





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





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