I’m a Creative Director and Creative Lead, pushing ideas through new technology and new ways of working.

My background is probably a little less linear than most. I started in film and cinematography, moved deeper into advertising and brand work, and squeezed UX, design and frontend development in between. Today, all of those things come together in how I work: I care about the idea, how it looks and feels, how people experience it, and increasingly, the systems and technology that make it possible. Storytelling has always been the constant. As a Director of Photography, I’ve shot commercial work for brands including Volvo, GANT, H&M, IKEA, Call of Duty, Honda and Renault, as well as music promos for artists including Katy Perry, MØ, Eagle-Eye Cherry and Ghost. I was also accepted into FSF (Föreningen Svenska Filmfotografer), the Swedish Society of Cinematographers, with work spanning commercials, music videos, documentary and television. That background still has a huge influence on the way I lead creative work today. I think in composition, light, rhythm, emotion and narrative, but I’m just as interested in what happens before and after the camera: shaping the creative direction, building the right team, finding new ways to produce an idea, and creating the tools and workflows that allow people to push it further. Naturally, much of my focus has moved towards AI and creative technology. Not because I’m interested in generating things for the sake of generating them, but because I think these tools are fundamentally changing what creative teams are capable of. I work across creative direction, AI image and film production, workflow design and automation, helping teams move from experimentation into real creative work. For me, the interesting part is finding the balance between creative ambition and technical possibility: knowing when technology can unlock an idea, when it needs to get out of the way, and how to build a process where the technology serves the creative rather than defining it. I still like making things myself. I can move comfortably between directing a visual concept, working in Figma, building a prototype, experimenting with a new generative workflow or getting unnecessarily interested in how a system works under the hood. That mix of creative and technical thinking has become a big part of how I approach leadership. I’m naturally curious, calm and methodical, and I enjoy working with people who bring very different perspectives and skills to the table. The work I find most rewarding is usually the work where nobody quite knows the answer at the beginning, and we have to figure it out together. Outside work, surfing, snowboarding and traveling are the things that reset me. Otherwise, you’ll probably find me swimming in a lake, at the gym, or cooking for family and friends.