Hi :)
I’m a Copenhagen-based creative leader with 5+ years of experience shaping brand storytelling and visual identity for lifestyle brands.
Currently Head of Creative at ARKK Copenhagen, I’ve led a full rebranding, from visual identity and tone of voice to campaign development, strengthening brand equity and building stronger community engagement.
My background includes international clients such as adidas, PUMA and Zalando, where I directed and produced global campaigns, translating client briefs into creative executions across multiple platforms. At bareen, I helped transform the company from an e-commerce shop into a recognized lifestyle-driven fashion brand by establishing clear brand guidelines and producing 50+ editorials and campaigns featuring profiles such as Playstation, 7 Days Active and UNICEF. This work contributed to shaping a distinct brand identity and expanding its cultural relevance.
I combine creative direction and hands-on production with strategic leadership, ensuring that campaigns not only look strong but also create lasting impact. I’m passionate about working with brands that connect lifestyle, culture, fashion and sport, and I’m driven by the opportunity to take creativity further - leading ambitious projects, working with inspiring teams and building brands that truly resonate.
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1) Head of Creative - ARKK Copenhagen (2024 - now)
Leading ARKK Copenhagen into a new creative era with full responsibility for brand direction, creative strategy and execution across all digital channels. Managing budgets and projects end-to-end, ensuring visual consistency and brand storytelling. Building creative frameworks that make ARKK’s vision consistent and scalable across markets, supporting the brand’s international growth.
Key highlights:
- Directed the brand’s rebranding, developing a new visual identity, tone of voice and campaign framework that strengthened brand equity and community engagement.
- Produced and led campaigns such as 'Your Dog’s Favorite Treat', ARKK Outdoor and seasonal lookbooks, establishing a distinct ARKK style across digital channels.
- Led the design of apparel and accessories, establishing creative direction and collection framework to maintain alignment with ARKK’s brand identity.
- Established and managed editorial calendars, streamlining production and improving collaboration across ARKK’s creative and marketing functions.
- Ensured that campaigns not only aligned with brand strategy but also contributed to ARKK’s cultural positioning.
- Contributed to ARKK’s strongest brand momentum in years, with 2024/2025 delivering a significant uplift in global brand searches and the international webshop achieving its best quarter to date.
2) Creative Content Manager - bareen (2022 - 2024)
Key responsibilities:
- Developing and managing all creative content & campaigns across all platforms and media
- Developing visual identity and creating brand consistency
- Production & project management
Key achievements:
- Creating a new visual identity with distinctive brand guidelines in collaboration with the Creative Director, transforming the brand from a simple e-commerce shop to a fashion-forward brand with a clear identity and multiple collections.
- Directed, produced, photographed and edited 50+ editorials
- Produced content for multiple collaborations including: Playstation, 7 Days Active featuring footballer Zanka, Copenhagen University starring Nobel Prize winner Morten Meldal, Award winning rapper Noah Carter, Red Cross, Unicef, AGF Football Club, Juno The Bakery and many others.
- Successfully managed and oversaw 50+ product releases, coordinating content (stills, videos, and graphics) for web, social media, e-mail and in-store displays.
- Successfully managed all communication and production aspects for e-commerce shoots and packshots for a portfolio of over 250 products.
3) Freelance Creative (2020 - now)
Providing creative direction, art direction and consulting for lifestyle and sportswear brands, with experience spanning global campaigns, content production and product design.
Selected clients include adidas, PUMA, Zalando, Hello Kitty, Copenhagen Fashion Week, Sony Music Entertainment, Mediacom (Nescafé x Red Cross), New-Land and Bedre Nætter.
Highlights
adidas
Freelance Creative Director (2023)
SS23 adidas x Hello Kitty - global campaign in official partnership with Zalando (DE)
PUMA
Freelance Creative Director (2020 - 2022)
- SS22 PUMA Slipstream Sales Campaign (DE + DK)
- AW21 PUMA Suede Mayu Campaign (DE)
- SS21 PUMA Customization Editorial (US)
- SS21 PUMA Brand Jewelry Campaign (US)
- SS21 Hedra Campaign (US)
- AW20 Cruise Rider Campaign (US)
Jewelry Designer, Project Manager & Consultant (2021-2022)
- Official PUMA Brand Jewelry SS22 (DE + US)
- Memphis Depay Announcement Custom Piece (DE)
- Official PUMA Brand Jewelry SS21 (US)
- PUMA x Asos (US)
- PUMA x Journeys (US)
- She Moves Us, Wmns Campaign (US)
- Rapper 'Lil Tecca' Custom Pieces (US)
