For the launch of Afveje by Jesper Bernt, we developed a bold campaign for Denmark’s major newspapers across both print and digital platforms. The aim was to translate the novel’s raw atmosphere and character driven narrative into a clear and visually compelling campaign. The brief focused on capturing the emotional tension and social realism at the heart of the story. We built the concept around the main character, Jake, a former motocross rider at rock bottom, and his relationship with René, a wild and talented teenager who becomes a turning point in his life. The campaign balanced sharp storytelling with a moody, stripped back visual expression that worked seamlessly across full page print ads and digital display formats.