The Masterpiece Collection - Photowall
Classical masterpieces were never painted to cover entire walls. For Photowall’s Masterpiece Collection, the strategic challenge was scaling historical art into modern interiors without visually overwhelming the space.
By merging the quiet, intentional architecture of a fine art gallery with the warmth of a lived-in loft home, this campaign demonstrates how heavily directed AI generation, paired with uncompromising post-production craft, delivers premium commercial execution at speed.
My role: Creative Lead, Art Direction, Design
01
Problem
Launching classical art as large-scale wallpapers presented a challenge of scale. Placed in standard interiors, these historical pieces – never meant for full walls – felt visually overwhelming and unappealing.
03
Solution
I built an AI-driven pipeline, generating foundational interiors using Gemini (Nano Banana Pro). To ensure premium quality, I retouched the visuals in Photoshop, adding tactile, authentic details to further ground the interiors.
02
Idea
I rooted the strategy in where these artworks already look best: art galleries. I designed a "gallery-home" concept, blending intentional negative space and abundant light with
lived-in warmth.
04
Outcome
A campaign across 26 markets that seamlessly bridged classical art and modern interiors. This elevated, intentional art direction solved the scaling problem and drove significant commercial sales of the collection.
Product Narratives - Holmen
When you're selling three distinct paperboard products - it becomes evident that all marketing assets start to look very similar. Paperboard is just that, right? White, flat and lifeless.
This project had a clear problem to overcome - and it required (ironic seeing as the products are used in packaging) some 'out of the box' thinking.
My role: Creative Strategy, Concept Development, Art Direction
All animations and 3D design: Rasmus Linderos
01
Problem
As a product, paperboard is hard to visualise in a compelling way. It's flat, angular, plain. Quite literally - boring. Holmen have three products that look the same, and thats a problem because they're all unique.
03
Solution
I produced a rich collection of brand assets that clearly separates each paperboard product from each other by bringing them to life through animation within their own unique 3D rendered worlds.
02
Idea
I conceptualised the idea that each paperboard product assumes a persona that reflects it's entirely unique properties.
04
Outcome
A stunning collection of 3D rendered videos and images that can be used across all channels when Holmen is communicating about a specific paperboard product.
Touching Tomorrow - Holmen
Choosing the right packaging material is crucial for brands, not only to cater for the demands of their product, but to meet environmental targets as well.
This concept invites Holmen Iggesund's customers to discover paperboard materials, techniques and designs through a portfolio featuring the works of talented photographers and paper craft experts.
My role: Creative Strategy, Concept Development, Art Direction
Photography: Ellis Parinder, Daniel Serva, Nick Guttridge
01
Problem
Reimagine the standard sample swatch book into something that reflects Holmen Iggesund's new brand platform 'Purposeful by Nature'.
03
Solution
I curated a set of photography that tells the unique product stories through their visual style, interpreting 'Touching Tomorrow' as a theme - printed and embellished on their relevant papers.
02
Idea
My idea was to produce a product catalogue with a purpose beyond the obvious. Something that you would keep long-term because it has an added value.
04
Outcome
A premium book of professional photography prints, showcasing the product's capabilities through visual storytelling, superior paper quality and boundary pushing finishing techniques.
Sound of Colour - Tikkurila
A new communication concept for Tikkurila's interior paints that turns the soundtracks of our lives into favourite colours.
Most of us can relate our favourite songs to a colourful feeling or experience. Something we have amplified creatively to show that it’s easy and fun to refresh one’s home interior by repainting.
My role: Creative Strategy, Concept Development, Art Direction, Creative Direction
01
Problem
The brief asked for a concept that was playful, joyful and people centric. Something new and unexpected with great storytelling potential that was easy to understand. While still portraying Tikkurila as being the colour experts who know their customers.
03
Solution
Visually and magically link music to colour, portrayed via everyday scenarios at home.
02
Idea
Based on the insight that our senses are intermixed and triggered by each other – commonly known as synaesthesia. I formulated the idea whereby Tikkurila illustrate that colour inspiration can be found everywhere, even in music.
04
Outcome
I delivered a channel-independent concept and a bank of assets where the overarching message and call-out “Tune into a world of colour” creates a cohesive communication for maximum impact.
Beyond Insurance - Vhi
Vhi Healthcare provide a myriad services ‘Beyond’ what’s expected from a health insurance company.
'Our proposition is unique, and the brand now has many more ways to live up to its
long-held promise ‘When you need us, we’re there'
My role: Concept Development, Art Direction, Design
All film & 3D animation: Piranha Bar
01
Problem
How does a traditional and iconic health insurer communicate they have become much more than that?
03
Solution
Take the audience beyond the known services, through a series of miniature dioramas representing some of the lesser known proof points. All linked through the brand's iconic heart shape which always has something new behind it.
02
Idea
Vhi are moving beyond insurance. This idea has a innate sense of movement to it. Pushing past stagnancy and looking to what's next.
04
Outcome
A fully integrated awareness campaign which highlighted the depth and breadth of the Vhi specialist clinics and care dedicated only to their members.
Leave Nothing Behind - Virgin Media
How do you make a sale sexy? Exciting? Awesome?
Well having Brian Cox as VO is a start...
An annual sale isn’t something that ever captivates audiences. But entertainment
giant Virgin Media needed it to - and fast!
My role: Concept Development, Art Direction
All 3D animation: Piranha Bar
01
Problem
How do we promote a sale with many elements in a new, AWESOMELY heroic yet simple way. Quite the predicament.
03
Solution
A claw machine acts as the central narrative device, which picks up the sale's price point (after being given super powers by virgin media of course). Instead of just one item being carried up, everything inside the machine starts to surprisingly come along too.
02
Idea
Demonstrate to audiences that when they pick up this offer from Virgin Media, they get a deal that keeps on giving until nothing is left behind.
04
Outcome
A successful sale campaign! Very awesome, very Virgin. Job done.
