Selected work:

One minute you’re a parent, the next you’re a podcaster. Or a driver. Or a DIY expert. Or a chef. We all take on different roles every day – that’s why the fully electric XC40 is designed to be as versatile as the people who drive it.

To launch the new XC40 Recharge, we explored the compact SUV’s creative side, highlighting the features that make the XC40 Recharge the perfect partner to everyday life – from Pixel headlights to the iconic frunk.

Spanning Film, Social Media, and Print, the campaign is a bold step forward for Volvo as it continues its journey towards full electrification by 2030.

Everything’s ‘smarter’ these days. Phones, homes, even lawnmowers.
But to Volvo, ‘smarter’ doesn’t mean fancy gadgets. They define it as using technology to enrich lives – to make every day simpler, safer, and better for the planet.

To launch the new XC60, Volvo’s mid-size luxury SUV, we focussed on the car’s new clever credentials. With Google now built in, this wasn’t the typical facelift – the new XC60 had also been given a brainlift.

Through its unique visual style, music, and tonality, the campaign gives every feature of the new XC60 a smarter dimension – from Google Assistant, right down to the tow bar, striking a new, more playful tone for Volvo product campaigns.

After a gruelling day testing minds and bodies, the shower gifts athletes of all abilities a precious few minutes of solitude and self-reflection.

To launch Dubbeldusch Extreme, a shower gel aimed towards a youthful, extreme sports audience, we championed this reset moment - a vital pause for mental and physical recovery, enabling athletes to come back stronger.

Spanning film, print, social media, and out of home, the campaign combines bold black and white film and photography to depict the low points athletes experience as they strive to master their discipline - resolving with a call to inspire sportspeople everywhere to find a moment of calm amidst the chaos.

//Credits

Role: Senior Copywriter / Concept

Designer / Concept: Axel Nygårds

Client: Beiersdorf

Agency: AKQA Sweden

Director: Sheila Johansson

DOP: Mattias Rudh

With the autonomous driving conversation at an all-time high, we revealed the Volvo Rider - a toy coupé for children - as if it were a revolutionary self-driving vehicle of the future. 

Days before launch, to intrigue automotive enthusiasts and press, we teased quotes from Volvo CEO Håkan Samuelsson along with glimpses of the car on social media.

The launch film unveils the coupé in cinematic detail, replicating the premium design language of a real Volvo car launch. Signature Thor’s Hammer headlights emerge from the darkness, while close-ups highlight each unique characteristic of the new car.

Text plates throughout allude to the autonomous driving conversation, referring to a “Next Generation” and boldly claim “No Driving Licence Required”. The film resolves by revealing the toy coupé in all its glory.

ASKO appliances are not only industry leaders in performance, they look beautiful too - designed to feel part of a home, like art or furniture - inspired by Scandinavia inside and out. 

We created the Art in Living in celebration of the typically utilitarian machines we co-habit with, unearthing the beauty in everyday chores such as laundry, cooking, and cleaning the dishes.

Paired with striking photography, the copy gives an intriguing narrative to seemingly mundane tasks, inspiring readers to rediscover the beauty in day-to-day life at home.

The Nike Tech Pack Collection is for the early-risers, the midnight-joggers, the off-roaders, the storm-seekers, and everything in between - because 24/7 athletes don’t let life get in the way.

To demonstrate the versatility of the new range, and to add a layer of personalisation, we created dynamic ads for social media that delivered bespoke product recommendations based on location, temperature and weather conditions. 

The Lifecycle Programme is Volvo’s CRM for car owners globally - from pre-arrival, delivery, to ongoing care and maintenance. Beyond the dealer, it’s an important secondary touchpoint for the brand - an opportunity to build a positive, long-lasting relationship between Volvo and consumer.

We approached the brief by starting afresh, with a contemporary uplift using premium photography and a minimal, open layout that reflects Volvo’s Scandinavian design language - paired with copy that’s confident, positive, and human. Printed on high-quality 350gsm paper, the direct mail serves as an elegant introduction to the Volvo brand before the owner even
steps inside the car. 

Future Lions is AKQA’s annual undergraduate competition, run in collaboration with the Cannes Lions International Festival of Creativity. Each year attracts thousands of groundbreaking entries from students all over the world.

In 2019, we created Break Through, a call to action for students everywhere to reject the mental barriers that prohibit creativity.

We chose to visualise the Future Lions cub, a recurring emblem of the competition, in black marble, triumphantly breaking through glass - a metaphor for the invisible limits that exist only in the mind. As part of the competition’s branding, we created a hero poster, website, social media assets, and a billboard display in Cannes.

My love of food has always rivalled my love of words. What excites me is the preparation as much as the first bite - the journey of ingredients from farm, to kitchen, to plate. The patience required to augment flavour, the delicate balance between success and failure, and the sheer energy of a dining room brimming with laughter, conversation, and debate.

Myself and two friends co-founded PAR, a supper club that pairs Swedish ingredients, flavours, and cooking techniques with dishes from around the world. Each sitting is unique, with locally sourced ingredients, a thought-provoking venue, and a new crowd of strangers gathered to try something new. 

Creative Director
Stendahls
Sep 2023 to present

Freelance Senior Creative
Oli Rogers
Jun 2020 to Sep 2023

Senior Creative | Copywriter
Forsman & Bodenfors
Nov 2019 to June 2020

Senior Creative | Copywriter
AKQA Sweden
Sep 2016 to Nov 2019

Creative | Copywriter
AKQA London
Jan 2015 to Sep 2016

Creative | Copywriter
AMV BBDO
Sep 2014 to Dec 2014

Creative | Copywriter
Saatchi & Saatchi London
Aug 2014 to Sep 2014

Freelance Copywriter
LBA Branding
Dec 2013 to Dec 2013

B.A. Politics
University of Exeter
Sep 2011 to July 2013

Diploma in Advertising
School of Communication Arts
Sep 2013 to Aug 2014