Born in Sweden and raised between Sweden, Canada, and Portugal, my multicultural background shapes my approach to visual storytelling and creative direction.

My foundation in branding and graphic design built a deep understanding of visual systems and creative problem-solving. This experience has evolved into a broader focus on creative direction, leading teams and projects that bring brand visions to life through photography, motion, and integrated campaigns.

Working across fashion, wellness, and home design sectors has refined my perspective on creative direction—from developing campaign concepts and directing shoots to building creative teams and establishing brand strategies. My experience spans art direction for major brand collaborations, international product launches, retail environments, and digital campaigns. This range of work has cultivated expertise in production management, creative team leadership, and multi-channel brand storytelling.

I approach creative direction with an emphasis on both vision and precision. My process focuses on crafting resonant brand experiences that translate across e-commerce, social media, retail spaces, and campaign photography. Working at the intersection of design, photography, and video allows me to develop cohesive visual narratives that feel elevated and intentional—whether that's conceptualizing seasonal campaigns, directing lifestyle content, or evolving brand identities.