About

Creative Director based in Stockholm, specializing in lifestyle branding for global leaders like H&M and Samsung. I lead AI-integrated creative production for Samsung Nordics and Brämhults — across retail, experiential and content — within a ~36 MSEK annual budget. On projects like the AI Shot Bar, the NK store opening and Samsung Anthem Studio, I drove AI-integrated concept and production work that cut time by ~60% and cost by ~40%, with no drop in quality. I also built an internal tool that automates the ideation phase — turning a raw brief into fully developed, jury-evaluated concepts before they ever reach the client.

I combine strategic leadership with hands-on production knowledge: I know where AI genuinely speeds up creative work and where it still needs a human eye. Currently Head of Creative & Creative Director at Cheil, leading the Samsung and Brämhults accounts.