Global campaign for Nike called Nike Freestyle which celebrated creativity in sports. Every athlete has to take on creativity to push their game to a new level and Stickman represented this battle with creativity. Every time he entered the court the players and the game were elevated to the next level. Anything could happen.

When the TV commercials featured this battle of creativity, the billboards showed how to be creative by instructing kids how to make different tricks – like manuals. The executions were made as puzzles which made it possible to use them in anyway the local markets wanted. The billboards could be super long or really short.

Since the production of old school incandescent light bulbs have been banned and substituted by longer lasting light, such as LED light, Philips (the biggest producer of old school bulbs in the world) has been forced to reposition its business and brand to focus on interior- and light design.

As the concept of light design is virtually non existing in people's minds we not only needed to establish Philips as the leader globally but also establish the actual concept of light design. We needed to educate, inspire and entertain people about light design.

We did so by creating The Light Show. The Light Show is Philip's long-term ambition to establish themselves as the biggest, most useful and inspirational hub for light design on the internet. We filled the place with loads of different content that we could then use to activate the campaign all over the internet. Below follows some examples. For more, please go to The Light Show or The Light Show YouTube Channel.

I CDd the entire global campaign and all the satellite agencies such as PR and in-store. I CDd the creative teams for the development of the TV commercial and the print and outdoor work. I also CDd the development of a special Philips Lighting branding crafted by Interbrand. And I worked as AD and writer on some parts.

Lightover – New Dehli:




Speed Dating Challenge – Singapore:




Light design with Feng Shui:




Expert Tips:

Building on the heritage Absolut Vodka has within art, I created an idea that put art and cutting edge technology together. To explore what it would be like if machines were creative just like us, Dan Paluska and Jeff Lieberman from MIT and the Swedish tech and design team Teenage Engineering were invited to build one creative machine each. The result was Absolut Quartet and Absolut Choir. The two creative machines were located in an exhibition space in Stockholm and in a gallery space in New York. Both were developed with sophisticated artificial intelligence which made them being able to interpret and be inspired by peoples input and then play their own interpretations back. For the first time ever, website visitors were able to not only interact with with real physical machines through the use of their web browsers, but actually collaborate with them.

Its sincere intention to be an art project, rather than an ad campaign, in conjunction with a rigorous PR strategy, resulted in a massive following and exposure online and offline and generated discussions among both professionals and amateurs. In the end the total amount of impressions summed up to more than 220.000.000.

Branding and branding strategy for the British butcher Taylors & Jones, located in Stockholm, Sweden.

The design sprung out of their 4 core values; personal, British, expensive and their range of sausages from all over the world.

I'm currently in the process of making one unique etiquette for each sausage. They got 80 of them.

For its launch as one of the first digital channels in the UK, ITV Digital needed a communication platform which they could use to talk about their many services, products and channel packages in a consistent and educational way. As digital TV was new at the time the concept had to be based around simplicity.

“Easy Monkey Stuff” – if a monkey can do it, so can you. The platform, consisting mainly of TV commercials, featured a knitted monkey, Monkeh, and Al (played by British comedian Johnny Vegas) chatting away in their lay-z-boys about TV in different entertaining ways, that "happen" to be educational as well.

The platform also included brand extensions featuring; Monkeh TV Guides, Monkeh TV Dinners, Monkeh Crisps and Monkeh TV Watching Gears.

"Intro, 40 sec:




"Two Minutes", 30 sec:




"I Don't get It", 40 sec:




"His Sister", 30 sec:

Every year Nike organizes an underground football tournament in The Netherlands called Panna Knockout. The game is played one-on-one in a 3 by 6 meter big cage. You’ve got no one to pass to so you’ve got to rely on your dribbling skills. You have to "Master The Ball".

Inspired by the game Pipeline I created 13 “leg posters”, which could be put together in an unlimited number of ways. The different results were guerilla posted all over Amsterdam walls and facades as well as on bought billboards.

On the site you navigated by following the legs which wriggled to different sub sections such as; movie clips, interviews and sign ups.

Limited edition bottle for Gustave VSOP Cognac.

The constructional pattern is created in collaboration with engineers and is a solid and functional construction for a bottle with the exact same height as the real Eiffel Tower (300.65 m).

Along with the Monkeh campaign ITV Digital also needed a digital idea that allowed them to continuously reinvigorate the campaign. Together with Poke I therefore created the unofficial Al & Monkeh website, run by a fictional person named Phil Collins. The made up person allowed ITV Digital to create and spread unique material such as; behind scenes footage and interviews. He also organized drawing competitions to activate consumers and created silly games, Monkeh recipes, Christmas carols and anything "he" could come up with.

"The Al Interview":




"Secretly Filmed":

Alive is a soft drink made by Coca Cola and targeted to kids. Previous campaigns had been created trying to talk to the kids in their own way. All of them had failed.

If you can't join them, beat them. We did the complete opposite and told them that this is the drink for them becuase it’s just a stupid and gross as them. We went on an insulting crusade and did 30 sec commercials, and around 20 bumpers for Nickelodeon on Fridays.

"Hair Gel", 30 sec:




"Mobile Phones", 30 sec:




"Baggy Jeans", 5 sec:




"Celebrities", 10 sec:

Wedding invitation for the Swedish girl Karolina and the Englishman Paul. As the wedding was a merge between Swedish and English I wanted the wedding invitation to capture that. I therefore used typical Swedish and English things such as for example "Emil In Lönneberga" and "Winnie The Poh" and merged them – all wrapped in a wedding design on steroids.

A new band, "Sverige" (Sweden), launched their very first album consisting of Swedish country music. They needed design for their album cover, EP cover and promo material.

I took a photo of the band members right after they signed the record deal. On the pub table lies their demo CD. I then turned the poster into the centerpiece of all the design and promo material, as the in store material and also plastered all over Sweden; on walls, poles, windows, etc.

Microsite developed as part of a touring exhibition about Absolut's famous design. We made a mocumentary style film about the history of the bottle. On the site you could draw your own shape and then see the shape being generated to a glass bottle within the film.

Print and outdoor campaign for Q-Med and its product Macrolane. As stated in the ads Macrolane is a natural treatment for you who want to restore or change the shape of your breasts or your body. The procedure is quick and done with a single injection - without anesthesia and with immediate results.

Every now and then Absolut Vodka releases a new bottle design. As part of the launch of the Disco Bottle I made a site where you could do the disco from your desk by moving around and "dancing" with your hands. By using your web cam and the several 70's disco effects on the site you could create your very own Boogie Nights dance video.

Retroholic is an online platform where vintage shops can create their online shop and offer their ranges of old designer items for consumers to browse and buy.

The Cardboard Box: People keep their old things in their attics and in their cellars. Or more precisely – in cardboard boxes in their attics and in their cellars. The cardboard boxes are the modern days’ treasure chests, filled with contemporary “golden coins” sought after by design savvy pirates.

Designed around the cardboard box, the logotype does not focus on the design of specific objects but the nostalgia of old objects. To encapsulate the variety of objects, the "Box Logo" comes in many sizes and shapes.

Hoegaarden is named after the village in which it was first brewed, located in the wheat-growing Brabant farmlands close to Leuven. The village of Hoegaarden has been known for its "witbieren" (white beers) since the middle ages. “Home of the famous beer. And not much else.”

Typeface created for a book cover for Morgan Alling – a Swedish actor and author. The book will be released Autumn 2012.

A new fashion store and concept needed branding including; name, logo, graphic design and interior design.

We named it MeMeMe and made the store as an old school Swedish confectionery store as a anti pc celebration to self-indulgence, gluttony and consumption.

When stepping into the MeMeMe shop people should be able to gorge in self-indulgence without feeling guilty as we had already recognized it for everyone – by standing for consumption we made consumption ok. "Because I'm worth it".