Working with beauty and celebrity content since moving to New York City from Stockholm/Sweden in 1998.
Co-owner of Rififi in Stockholm, an Advertising Agency specializing in fashion/retail
for clients such as H&M, KappAhl and Boomerang
Creative Director – Grey NY 2011-September 2017
– Lead the creative direction for Covergirl/P&G. Created successful, award winning campaigns
for the So Lashy launch, starring the first Coverboy and the Katy Kat Collection, a unique collaboration between Katy Perry and Covergirl.
– Instrumental in launching Covergirl’s Janelle Monae, Pink, Nervo and Katy Perry.
– Lead the creative team to make Covergirl the first beauty brand to launch a campaign; #instaGLAM on Instagram.
– In charge of Visual Identity for Digital/Instore/wall and displays.
– Art directed non-traditional advertising such as bumpers, long form content,
How-To videos and Time Square takeover billboards.
– Managed staff of 4-6 art directors.
– Created Global campaigns for Pantene/P&G and Herbal Essences/P&G.
– Co-creative lead of successful new business pitches for Herbal Essences/P&G and Revlon.
Silver Effie: Katy Kat Collection
Bronze Clio: Coverboy
One Show Pencile: Coverboy
D&AD Wood Pencil: Coverboy
SVP Group Creative Director – McCann-Erickson NY 2006-2011
– Lead the creative direction for all L’Oreal Paris brands including Hair Care, Hair Color, Cosmetics and Skin Care.
– Collaborated with talent such as Beyonce, Scarlett Johansson, Penelope Cruz and Diane Keaton.
– Managed a staff of 8 art directors.
– Launched and created campaigns with Jennifer Lopez and Marc Anthony for Kohl’s.
SVP Senior Creative Director – McCann-Erickson NY 1999 – 2005
– Creative Director for all L’Oreal Paris brands including Hair Care, Hair Color, Cosmetics and Skin Care.
I have collaborated with some of the world’s top creative talent, including photographers and directors
such as Mert Alas & Marcus Piggott, Patrick Demarchelier, Sølve Sundsbø,
Ben Hassett, Mikael Jansson, Michael Thompson, Roman Coppola, Jonas Åkerlund, Johan Renck,
Laurent Chanez and Peggy Sirota.
Celebrity List
Lady Gaga, Pharrell Williams, Ellen De Generes, Beyonce, Katy Perry, P!nk, Janelle Monae, Scarlett Johansson,
Jennifer Lopez, Penelope Cruz, Sofia Vergara, Eva Longoria, Diane Keaton, Nervo, Laetitia Casta, Heather Locklear,
Andie MacDowell, Milla Jovavich, Jessica Biel, Solange Knowles, Vanessa Williams, Virginie Ledoyen, Evangeline Lilly
University College of Arts, Crafts and Design, Stockholm Sweden
Master of Fine Arts in Graphic Design and Illustration.