I used to do all the advertising for Swedish children's clothes brand Polarn O. Pyret together with the creative extra ordinaires at Made to Order.
On the face of it, Inferno is a handmade all-weather coat sewn in the finest cotton fabric and fortified with a special waxing. But we like to think of it more as a pièce de résistance in the everyday struggle against inner as well as outer demons. With its comfortable fit and sturdy outside, we have dedicated it to all artists who have ever been inspired by the drizzling rain and their own clouded thoughts. Melancholy has long been a trademark for Swedish poets, directors, and artists of all sorts. But one stands out as a bottomless source of melancholic inspiration – August Strindberg. Ingmar Bergman called the 19th century novelist and playwright his “companion through life”. Strindberg called his memoirs “Inferno”.
INTERACTIVE. Campaign for Save the Children. Awarded Bronze in Cannes Lions 2010, Gold and the UN Special Award at the New York Festivals, et cetera. Link to campaign site below (in Swedish):
Dra en ny lott i Livets lotteri.
I sometimes toil for the Swedish men's fashion retailer Brothers. Really pleasant toiling. Fun even. I like them.
Polarn O. Pyret is all about DESIGN, FUNCTION, QUALITY, PLAYFULNESS, and UNISEX.
So are these films that I made in collaboration with Anders Lövgren at Made to Order.
Sweden is well known for it's midnight sun in the summer, but it comes at a steep price for the Swedes – everlasting darkness in the winter. Pitch black. All around the clock. 24/7. But however depressing, the darkness might actually serve as an explanation for yet another renowned aspect of the northern land – namely disco.
The Swedes' own finals for the 1974 year's edition of the Eurovision Song Contest took place on the 9th of February (a particularly gloomy part of the already discouraging and dark half-year). But on that date came light – and colourful lights at that, as Agnetha, Björn, Benny, and Anni-Frid entered the stage.
ABBA would later win the entire ESC with their song "Waterloo" but by that time, something had already happened in Sweden. The glittering disco classic hit the light-deprived population like a shot of smack in a virgin vein and left the Swedes hungering for more.
Today, the "Melodifestivalen" finals are the Swedish equivalent to the Superbowl. It is seen by more than half of the country's population. Some say it has become a festival for bad taste. Others say nay. It has become a beacon of light in the vast darkness, a chase for the disco dragon.
So what do you do to promote the most popular phenomenon of the year? You do nothing. You just shut up and let the advertising join the party.
I've done a lot of work for Save the Children over the years. Here's an old commercial I made with art director Pelle Lundquist and director Mattias Montero. The TVC was followed by a series of ads. The visual effects might look a tad out of date here and there, but I still really like the campaign.
New spectacular attractions at department store Nordiska Kompaniet in Stockholm.
Some years ago, Save the Children International did a joint campaign to battle analfabetism. Me and art director Pelle Lundquist helped raise money for that great initiative. As our world is constantly on fire – a sad fact that benefits more acute but often less progressive NGO programs – we choose to show some less obvious and more severe aspects of not being able to read when you live in more challenging parts of the world.
Photographer Peter Alendahl.
I write stuff for Swedish retailer BROTHERS' tailoring brand TTC – The Tailoring Club.
I worked with 2006 year's election campaign for the Swedish Social Democrats together with a group of sharp minds at Acne.
Since 1979, only 23 countries have legislated against child abuse. But our work goes on.
2006 year's election campaign for the Young Social Democrats (SSU and S-students had joined forces). It was a time of great indifference and young voters had a hard time separating one political party from the other, so we boiled it down to the essentials.
Are you red or blue?
AND we made a film. A super ambitious 40 minute take on Shakespeare's Romeo & Juliet. "Two househoulds..." and so forth. But we changed it up a bit. Made it relevant. And somewhat political.
The 3D-animation and sound design isn't exactly up to date but I still really enjoy the idea. The film was written by me and directed by Jakob Marky. Acne in-house superhero Bez Habibnia did 3D animation that it would have taken twelve people twice the time to do on today's computers. Sorry to say, the sound production wasn't of the same caliber.
Department store NK. Limited edition. You get the idea.