A backpack that keeps up with race day.

Campaign film · Beckmann Norway · 2026

The brief. Beckmann wanted to show its Street range in a life that never stands still, and to make Hedda a real travel partner for the brand, not just a face in an ad.

What we did. BMGMT wrote the concept, «Ready. Set. Go.», and the script, and ran the shoot in Voss in March 2026 with director Jon Hunnalvatn (Sjut). The hero film follows Hedda from packing at home, to the car, to race day, training and travel. The brief to the crew: close, raw and real, more behind-the-scenes than polished ad. Short films for race day and training came first, then the hero film, all posted as collabs between Hedda and Beckmann in May 2026 and run as ads on Instagram, TikTok and Snapchat.

Outcome. Beckmann gave Hedda her own campaign page, «Performance meets design», with a curated Street collection in Warm Grey in its online store.