Work

Pieces marked Spec work are unsolicited. They were not commissioned by, paid for by, or made in affiliation with the brands involved.

Client work

Why Safeture exists

Safeture AB · 2024

The brief:
Answer the question the sales deck never gets to: why a company that watches the world for a living needs to exist at all.
My part:
Sourced and edited the assets, and cut the film.
What happened:
Opens on real broadcast coverage, then pulls back to the whole planet: the argument is the edit, not the voiceover.

Conflict risk briefing

Safeture AB · 2024

The brief:
Turn a live intelligence feed into something a non-specialist could follow in one pass.
My part:
Script, motion design and edit.
What happened:
Shows the briefing format the channel reused: one map, one claim per card, legible with the sound off.

Season film

Safeture AB · 2024

The brief:
A seasonal message from a company that otherwise only ever posts about risk.
My part:
Concept, copy, animation and sound.
What happened:
Shows the brand at a register it rarely uses, without losing the voice it uses everywhere else.

Spec work

Spec work

When life happens

Spec work · 2026

The brief:
Sixty seconds on a home, told by the furniture that stays while life moves through it.
My part:
Concept, script, prompt architecture, tracked type, grade and sound. Solo.
What happened:
Carries no brand: the tag counts years in the home, not a price.
Spec work

IKEA spec commercial

Spec work · 2026

The brief:
A cinematic brand film, built entirely with generative models, that still feels like a real room.
My part:
Concept, shot list, character reference sheets, prompt architecture, edit. Solo.
What happened:
Also cut to 30 seconds for paid social, which is the harder discipline.
Spec work

Tournament spot

Spec work · 2026

The brief:
The minute before kick-off, told from the stands rather than the pitch.
My part:
Concept, prompt architecture, edit and sound. Solo.
What happened:
Shows crowd emotion carrying a spot that has no product in it until the last frame.
Spec work

Fashion retail spot

Spec work · 2026

The brief:
A ten-second city film where the clothes are the reason to look, not the caption.
My part:
Concept, prompt architecture, grade and edit. Solo.
What happened:
Shows a complete narrative beat inside a ten-second paid-social slot.

AI works

The Same Ground

Short documentary · 2026

The brief:
Ten minutes on the Scanian War, 1675–1679: one of the bloodiest battles in Nordic history, fought over a border that ended up exactly where it started.
My part:
Research, script, art direction, the cut-paper animation engine, edit and sound mix. Solo, with generative models for the voices, the interviewees and the music.
What happened:
The three interviewees are fictional, and the film says so before the title. Every date, figure and archive image is sourced and credited.

Interactive

AI-generated campaigns

Built with generative models end to end. Concept, art direction and copy are mine; the models did the rendering. Everything here is unsolicited — no brand commissioned, paid for or approved any of it.

Three cities, one mechanic

Spec work

Poster series · 2025

The brief:
One idea that survives being repeated: a Swedish word built as architecture inside the city it belongs to.
My part:
Concept, art direction, prompt architecture, copy and typesetting. Solo.
What happened:
The mechanic holds across three cities and three different words, which is the only real test of a campaign platform.
HAV built in light across the Malmö waterfront, with the Turning Torso and the Öresund Bridge behind

HAV — sea

Vid havet. Mitt i världen.

Malmö, 55°36′N 13°00′E

ÄLV built as rusted steel structures standing in the Göta älv, with the Älvsborg Bridge behind

ÄLV — river

Vid älven. Härifrån mot havet.

Göteborg, 57°42′N 11°58′E

STAD drawn in gold outline around Stockholm's Stadshuset seen from the water

STAD — city

Landets hjärta. Nordens stad.

Stockholm, 59°19′N 18°04′E

IKEA spec ads

Spec work

Social carousel · 2026

The brief:
Put the product back in the hands of a person, and let the drawing do what a photograph of a flat-pack cannot.
My part:
Concept, art direction, prompt architecture and composite. Solo.
What happened:
Photographed people against illustrated products — one device that scales to any item in the catalogue.
A man on IKEA blue carrying an oversized line-drawn FRAKTA bag

The bag

Carrying more than you came for.

A woman on IKEA blue leaning back into an oversized line-drawn chair

The chair

The lean-back is the product.

Swedish snacks, at scale

Spec work

Social carousel · 2026

The brief:
Make everyday Swedish shelf staples feel like an event, using nothing but scale.
My part:
Concept, art direction, prompt architecture and edit. Solo.
What happened:
One mechanic, repeated: blow the pack up to furniture size and let a person treat it as furniture.
A man pushing an oversized bag of Smash! snacks across a studio floor

Smash!

Sött, salt & sprött.

A man sitting on top of an oversized Cloetta Kex chocolate wafer pack

Cloetta Kex

Somewhere to sit with your fika.

A man sitting against an oversized carton of Skånemejerier lactose-free milk

Skånemejerier

Laktosfri mjölk, Skåne-sized.

Malmö, with love

Editorial illustration · 2026

The brief:
The city on one page, for someone who has just moved here and wants to know where to start.
My part:
Concept, layout, illustration direction and hand-lettered copy. Solo.
What happened:
No brand attached and none needed — the annotations carry it, and the whole thing reads in about twenty seconds.
Hand-drawn illustrated map of Malmö annotating the Turning Torso, the Öresund Bridge, Gamla Väster, the number 5 tram, a city bike and the Ribersborg kallbadhus

Skåne, Sweden

Where the city meets the sea.

The stack

What the work above was actually made with. The order matters more than the list: ideate, then image, then motion, then sound, and the words last, because the line is the one thing I do not hand over.