WATCH: See The Massive Production That Went Into Beyoncé’s H&M Ads


Now that we’ve seen the print ads and watched the commercial, the natural next step in today’s campaign life cycle is the behind-the-scenes video. H&M has just released a peek into the making of its summer ads starring a bikini-clad Beyoncé gyrating on the beach in the Bahamas, and as you might expect, it was hardly home-movie style production.

As Donald Schneider, H&M’s creative director explains:

“It’s incredibly unique to have Beyoncé for a campaign. It doesn’t get bigger than that. Of course we have to do something which excites her as well as us. We have a fantastic creative team who came up with this idea to incorporate the elements; earth, wind, fire and water – to create drama and make something just visually stunning.”

And indeed there are lots of people hard at work to make the final product into what will be plastered on billboards all summer. After all, Bey might be something of a one-woman powerhouse, but that doesn’t mean she can do it all herself.

Check out the video below, and scroll down for more on the campaign:

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