H&M Loves Music is an annual music event hosted by H&M that combines music with fashion. Their goal is to provide a platform for promoting new upcoming artists in music industry and also create a more awesome way for H&M to engage with their loyal customers. The goal of this project is to attract young adult who has great enthusiasm on music and fashion that H&M Loves Music is a one-of-a-kind music festival that not just provides great music but also an event that you and your friends will definitely have a blast together. 

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The concept is based on the fact that people always bring their friends to attend this kind of event because they wanted to share every awesome moment with the people they care about. The idea is based on the things that best friends do to each other. For example like fist bump, harmless prank and etc. By using this concept, I created a series of character design in order to make the targets feel more related to these situation.