Minimarkets AW11 collection is inspired by norse mythology and vikings. The film promoting the collection is based on the story of creation and destruction in norse mythology, ending with ragnarök. Ragnarök refers to a series of events, including battles and natural disasters and the subsequent submersion of the world in fire.

Directed by: 1:2:3
DOP: Axel Lindahl, 1:2:3
Music by: Goran Kajfes, David Österberg
Additional photography: Carl Kleiner