Klarna Role: Creative Strategist & Concept Lead
To bring Klarna’s global brand into a more emotional, interactive space, I created a dreamy, play-like Snapchat campaign using AR lenses, tap-to-reveal ads, and a gamified mini-world.
The lens featured soothing animations and a “catch the deals” mechanic, creating a sense of magic and exploration, a format I’m especially excited to adapt into more playful and user-friendly environments.
H&M x Simone rocha Role: Digital Campaign Strategy & Social Media
Amid social distancing, I helped launch this high-profile collab with a fully digital, emotionally rich campaign centered on friendship, joy, and collective hope. We created an AR pop-up book, a tactile, magical way to explore Simone Rocha’s world and paired it with heartfelt video tributes from her creative community. This project sharpened my ability to translate fashion into interactive, imaginative formats with a human core.
H&M x GIAMBATTISTA VALLIRole: Social Campaign & Community Activation
From Cannes to Rome, I led the social campaign that amplified Valli’s romantic and flamboyant aesthetic across channels and communities. The strategy centered around “Project Love”, a celebration of Valli’s muses and the universal language of style. Through UGC, influencer content, and editorial storytelling, we created a dreamy, emotionally rich world, a creative direction rooted in joy, color, and openness.
AT HOME WITH H&M Role: Creative Concept and Art Direction
At H&M, large-scale campaigns are typically developed over six months and rolled out across multiple channels. During the Covid-19 pandemic, I was part of a dedicated taskforce focused on agile, social-first content creation. To keep #AtHomeWithHM active and relevant, I led the creative concept and art direction for a series of low-fi, local shoots, exploring how to create impactful content using minimal resources, including iPhone-shot material for both e-commerce and social. My role covered the full creative process: setting the visual direction, developing concepts that resonated with the moment, and art directing on set to ensure a cohesive, brand-aligned outcome. The aim was to stay close to the customer by creating relatable, real-time content, quickly, thoughtfully, and with purpose.
TRE Role: Creative Concept & Campaign Lead
For Tre’s sponsorship of Masked Singer Sweden, I led the creative concept and campaign execution, bringing together entertainment and tech in a playful way. We used quirky masked characters and interactive AR filters to create a universe that felt theatrical, surprising, and fun including exclusive behind-the-scenes moments that deepened audience connection. This campaign sharpened my instinct for crafting character-led, imaginative worlds that speak to both kids and adults.
