I'm a multi-disciplinary Art Director/Creative Director/Designer with a global track record in crafting engaging visuals and design that captivate audiences across various platforms with a focus on the Fashion, Beauty, Lifestyle, Tech and Luxury industries.
From creative strategies to leading 360 campaigns and production of visuals and design, I blend vision, execution, and strategy to build robust and playful brand experiences. Always pushing creativity whilst taking business and brand objectives into consideration.
I have extensive production experience, sourcing and managing external creative teams such as fashion photographers, directors, set designers and 3D artists.
With three years of in-house leadership, I've founded and shaped a creative studio, managed and inspired visual creatives from around the world, and spearheaded new brand initiatives.
I'm passionate about photography, film, design, fashion, art, trends, pop culture, fiction literature and generally keeping up to date with anything that has to do with fashion creative & branding and the contributors and key players in this field.
SELECTED KEY SKILLS
• Strong working knowledge of relevant talent/photographers/directors and creatives for potential campaigns at any type of budget
• Keeping a finger on the pulse regarding trends, fashion, pop culture, art, architecture, design, lifestyle and anything that moves within the world of fashion and fashion publishing and communication
• Hands-on executional and skilled at bringing concepts to life by creating mockups, moodboards and storyboards packaged in beautifully crafted presentations with understanding for narrative build-up adapted to different types of stakeholders
• Pushing creativity whilst taking business objectives into consideration
• Keen eye for detail whilst keeping the golden overview
• Extensive international experience
SELECTED CLIENTS
Vestiaire Collective, PUMA, AMI Paris, Triumph Lingerie, Hunter, DKNY, Jack Wills, Farer, The Body Shop, Olay, Rimmel London, The Barbican, Harper's Bazaar, L'Officiel, Bon Magazine, Fortnum & Mason, BBC StoryWorks, Raffles Hotel, InterContinental Hotels, Air Asia, Coca Cola, and Hendrick's Gin.
*CURRENTLY AVAILABLE FOR FREELANCE (and open to full-time opportunities)*
https://ammo-studio.eu
Projects
- Klarna – CampaignAs a creative lead at Klarna I was among other things responsible for defining Klarna’s brand new B2B brand’s look and feel. Something that had not been prioritised before. This is the first ever B2B awareness campaign for Klarna. It cements the look and feel of the B2B brand of the company, and with it I aimed to disrupt what B2B communication typically looks like making it bold, premium and with a fashion feel to it. The concept was built on an insight by McKinsey from that year that in order
- Selekt – CampaignKlarna has launched a luxury sub-brand for the Luxury section of the Klarna app in select markets called Selekt. With Selekt we wanted the same bold approach to image-making as the Klarna mainbrand – however, with a completely different look and feel. The concept conveys a feeling of looking at luxury and fashion through a different, unconventional lens which is one of Selekt’s key brand propositions. Therefore, the play with perspective became the foundation of the concept, combined with war
- PUMA x Klarna – CampaignThis is an always-on campaign between PUMA and Klarna bringing the two brand’s propositions to life. PUMA’s "Forever Faster" recognises individuality, challenges convention, and takes risks through bravery, confidence, determination, and joy. Klarna’s "Smoooth Shopping" elevates the shopping and banking experience by promising flexible, safe payments and seamless, inspired shopping. The big idea here is that to truly perform in sports you have to live in the moment. And Klarna enables you to
- Vestiaire Collective - TVC CampaignThis TVC introduces Vestiaire Collective, the leading French fashion social shopping site for curated pre-owned luxury fashion to a wider European audience. In the brief Vestiaire Collective strongly emphasised that one of the most important assets of their site was a sense of community among their members, who they defined as true fashion lovers. Me and my creative partner’s answer to that brief was this 12-step meeting for fashion addicts in a classical AA group therapy setup as we know it fro
- Fortnum & Mason – Product Identity & Packaging DesignUnder the creative direction of the design studio Otherway, I designed the packaging for Fortnum & Mason’s brand new summer favourite of 2015, a champagne ice popsicle. To give it a summery F&M feeling as well as explaining graphically what was inside the packaging, I used F&M’s brand colour eau de nil and adding fizzy champagne bubbles to the twirled stripes.
- The Body Shop – CampaignArt Direction, design and illustration for campaign for The Body Shop’s newly launched exclusive chypre fragrance White Musk Flora. The campaign took inspiration in the sensory experience of the scent itself, fragrances often so brilliantly taking us on a journey to a certain place. The White Musk Flora’s top notes first brought me past Sicilian citrus groves followed by a visit to a lush, beautiful garden full of peonies in a British countryside mansion. The collage illustration’s play with sc
Work history
Art/Creative Director & DesignerSTUDIO AMMØ
Stockholm, SwedenFreelance
Offering creative direction and design consultancy for creative agencies and brands in the EU and UK with a focus on Fashion, Beauty, Luxury and Lifestyle brands.
I recently lent my expertise to London agencies AnalogFolk and Untold Fable.
Brand Design and Creative LeadKlarna
- Stockholm, SwedenFull Time
I spearheaded the creation of a brand new creative in-house agency at tech giant Klarna. Our mission was to create 360 global and local brand campaigns as well as crafting innovative design frameworks for Klarna's then high-priority marketing activities: Co-Marketing and B2B.
• Directing the creation of EU & US co-marketing campaigns for PUMA, AMI Paris, Foreo and pitches for Adidas, Cotton-On, Farfetch, Nespresso and more. Strategizing, conceiving and producing the
campaigns in-house.
• Creative direction of Klarna's Luxury focused in-app sub brand Selekt and its launch imagery.
• Selling ideas into and strategising with Head of Brand, CMO, and commissioning stakeholders across the org incl. with external stakeholders from collaborating brands.
• Hiring, inspiring and directing creative team members to ensure work ties to vision and brand objectives, pushing the creativity, ensuring a high quality output of creative and design content within set deadlines.
• Identifying creative collaborators such as photographers, stylists, set designers for projects as well as sourcing creative agencies globally.
• Developing the visual expression and design framework for Klarna’s new B2B brand as well as the framework for Co-Marketing. Maintaining these by keeping an eye on implementation, identifying any potential flaws in the design system and implementing solutions.
• Continuously identifying new areas in the business that can benefit from guidelines and creative direction. Eg. I identified a need for Event Design guidelines across all of Klarna and spearheaded the creation of these.
• Hands-on creation from concept to finish: conceptualising, designing and art directing productions of omni-channel 360 campaigns.
ABOUT KLARNA: Klarna provides flexible and smart shopping experiences to currently 147 million consumers worldwide through a network of more than 400,000 merchants with a presence in 47 countries.
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Skills
- Advertising
- Print Design
- Art Direction
- Typography
- Brand Identity
- Design
- Script Writing
- Packaging Design
- Adobe Create Suite
- Creative Concept
- Fashion
- Luxury
- Culture
- Illustrator
- Photoshop
- Retouching
- Indesign
- Digital Design/web Design/e-commerce
- Concept Development
- Creative Direction
- UI Design
- Digital Design
- 360 Campaigns
- Visual Identity