H&M MAN’S GLOBAL BRANDING CAMPAIGN: WEAR THAT FEELING

We sent comedian Pete Davidson to the dentist in
a suit to build buzz around H&M Man.

Role: Copywriter
In-house: H&M Man
B-Reel came up with the concept — “Wear that feeling” — for H&M Man’s global 360° branding campaign. The core idea: clothes are more than just a look. They can change how you feel. When you put on the perfect outfit — like Pete Davidson — you’re ready for anything. As the copywriter, I was in charge of creating punchy copy for hm.com, newsletters, push, organic and paid SoMe, store materials, DOOH, and TVC, positioning H&M Man as a champion of confidence and self-expression.