Commercials & Branded Content
I have worked on commercials, campaigns and branded content for many years as a director, filmmaker and producer.
Sometimes I am brought in when the concept is already finished. Sometimes the interesting part starts earlier, with a brief and the question: what could we actually make out of this?
See Commercial Work:
The idea has to work in front of a camera
Some ideas sound great in a presentation and become surprisingly flat when you try to film them.
I like getting involved early enough to ask practical questions. What are we actually going to see? Who is carrying the scene? Where is the humour or emotion coming from? And what do we really need to spend money on?
A simple idea done properly is often more effective than a complicated idea that the budget cannot quite support.
Directing people
A lot of the commercial work I enjoy involves people.
I have directed professional actors, presenters and artists, but also people who have never performed in front of a camera.
I particularly like humour that comes from the situation rather than from someone trying hard to be funny. A look, a pause or someone’s completely serious reaction can often do more than another line of dialogue.
The same applies to more serious work. People are usually more convincing when they are allowed to behave like people rather than like characters in an advertisement.
Selected commercials
COMMERCIAL – TERRA DELYSSA
How do you create an international commercial that establishes a premium feel while also evoking the sensory experience of the food?
For Terra Delyssa, we created a commercial where the olive oil became a natural part of warm gatherings, beautiful food, and the Mediterranean spirit the brand embodies. The focus was on people, flavor, and sensory imagery rather than explaining the product—an approach designed to blend emotion with a clear, recognizable brand identity.
The production involved a large cast and was filmed to allow for adaptation across different markets. Music and voice-overs were developed using AI for various language versions, while specific product shots and labels were adjusted using VFX. The film shown here is the UK version.
COMMERCIAL – RIX FM
How do you create an ad that feels as entertaining as the brand itself?
Over the years, we have produced numerous commercials for RIX FM, always featuring hosts Laila Bagge and Roger Nordin—and occasionally Markoolio. Humor, personality, and the chemistry between the personalities are key elements of the films’ identity.
For this TV commercial, we took the trio to Rhodes and built the story around a banana boat ride, playing on Roger’s aversion to chaos and Markoolio’s somewhat more cavalier attitude toward water safety. We developed the script and concept and handled the entire location shoot with a compact crew—demonstrating how a relatively small production setup can create a film that delivers on pacing, visual style, and entertainment value.
COMMERCIAL – ORANGE JUICE
How do you create a premium feel for a global brand using a lean, efficient production?
For Tropicana’s Swedish market, the brief was to create advertising that resonated with a Swedish audience while remaining firmly aligned with the brand’s established international identity.
We built the film around a simple breakfast moment, using lighting, food, people, and close-up product shots to convey quality and enjoyment. Thanks to a focused concept and efficient production, we could direct resources toward what actually appears on screen—avoiding the overhead of a larger production setup than the concept required.
The result is a prime example of how a major brand can achieve high-quality, locally tailored advertising content, even within the constraints of a limited production scope.
How big does the production need to be?
That depends on the idea.
Some commercials can be made very well with a small crew and a carefully chosen location. Others genuinely need casting, actors, art direction, a larger lighting setup and a bigger production team.
I am not interested in making a production larger for the sake of it. But I also do not want to save away the things the idea actually needs.
The useful question is usually: where will the budget make the biggest difference on screen?
I can join your production – or run the whole thing
If you already have an agency, producer or production company, I can come in as a director or filmmaker and concentrate on my part of the job.
If you need someone to take the project further, I can also work with concept, script, pre-production, directing, filming and post-production and put together the team the project requires.
I enjoy both ways of working.
Frequently Asked Questions
Have something in mind?
You do not need to send me a finished script.
A brief, an idea or a few lines about what you are trying to achieve is enough to start a conversation.
I can usually tell fairly quickly what I think the difficult part of the production will be, what kind of setup it needs and where I would put the budget.
Contact me today