This is the first of four posters created for shoe store DNA/ad agency GRIFF and their new print campaign. Working closely with photographer Geir Mogen, HELMET concieved and crafted this utopian shoe-shopping experience. The next three will follow closely and feature darker, more dramatic scenarios.

The posters were intended to be used in Norway only, but after seeing the final result our client decided there was more than enough awesomeness to go around. You can now find them in over 70 DNA stores across Scandinavia.