My career in the creative world began in the mid-90s as an Art Director and Creative Director in the advertising industry, where I worked for some of the biggest names in the business, including Leo Burnett, DDB, Bates, and Loewe. Along the way, I co-founded one of Scandinavia’s leading advertising agencies, SMFB, and had the privilege of be a part of shaping the agency for their global scale success.

After 15 years in advertising, I reached a point where I felt I had accomplished what I set out to do. It was then that I transitioned into directing, focusing primarily on commercials across the globe. This new path allowed me to continue telling visual stories, but now from behind the camera.

Then came the pandemic. As the world slowed, international and most national commercials came to a halt. What initially felt like a setback turned into an unexpected, but much-needed break. This pause gave me the chance to reconnect with a long-standing passion—photography. What began as a creative outlet has now grown into a major part of my professional life. Today, I find myself balancing my work as a director, photographer, and freelance creative, a combination that brings perfect harmony to my workalike.

These three roles, while distinct, are ultimately intertwined—each one a different side of the same coin. Whether I'm directing, shooting, or crafting creative concepts, it's all about telling stories and evoking emotion, usually through a lens.

I'm incredibly fortunate to be on this creative and artistic journey. Where it will take me, I don’t know, but I’m excited to see. So please, grab some popcorn and join me for the ride!