Sofi



CLIENT: OBERRA
PROJECT: WEBDESIGN, PHOTOGRAPHY, GRAPHIC DESIGN

For Oberra, a high-end dining venue, I developed a clean, visually driven website along with photography and menu card designs that captured the restaurant’s sophisticated yet relaxed athmosphere and seasonal cuisine.

CLIENT: SVFF
PROJECT: VIDEO, COMMUNICATIONSTRATEGY, COPYWRITING
One of my primary responsibilities during my internship was to develop the communication strategy, content, and execution for a national project: the anniversary of the terror attack in Brussels on October 16. This project required particular sensitivity, as it was essential to create a respectful and meaningful context without capitalizing on the tragedy.

The goal was to provide players, staff, survivors, and supporters with a platform to reflect on the tragedy while highlighting the unity within football and the symbolic importance of the Swedish national team jersey.

The result was an emotional and impactful project that helped unite and strengthen the Swedish football family. In my role, I worked strategically to develop written and visual communication as well as the overall digital communication plan. The project  included the activation of national team players, supporters, and the general public, in close coordination with the organization.

We organized a memorial ceremony where we before spoke with Pelle, survivor of the shooting, and players about the tragic event and emphasized the meaning of supporters’ solidarity. This project demonstrated the power of standing together as part of something greater—the blue and yellow family.

I created this video with Pelle, where he shared reflections and memories, and told his story.



PERSONAL PROJECT
Inspired by my 95-year-old grandmother and her lifelong passion for flowers, I created a magazine that wove together our shared experiences with flowers. Collaborating with her and my young, talented florist colleagues, the magazine showcases a generational perspective through personal stories and photographs.
CLIENT: SOPHIA KHALED
PROJECT: WEBDESIGN, PHOTOGRAPHY For Sophia Khalded, crazy and creative fashionbrand, I designed a website reflecting its playful personality. One highlight was an interactive digital dress-up doll, showcasing Khaled’s different styles in an engaging and dynamic way.
CLIENT: WAS ENTERTAINMENT
PROJECT: CREATIVE DIRECTION, PHOTOGRAPHYCampaign and concept for a small, one-day festival, just outside of Copenhagen, meant as a warm-up for the festival season. Før Sommer. Inspired by the beautiful skies and clouds in early spring, the campaign used the sky as an engager for selling tickets and promoting the event, and activating Copenhageners to take the 15-minute bike ride to Vanløse. CLIENT: WOMANSHIP
PROJECT: STRATEGY For Womanship an Amsterdam-based health and community platform, I developed a campaign aimed at recruiting women into its online forum. Problem: Not all women share their worries fully. Insight: Writing your worries down is easier than sharing them in person. Solution: There are many ways to say things without speaking. The insight highlights the role of anonymity in reducing vulnerability and emphasizes the potential for different forms of expression beyond face-to-face communication.CLIENT: SVFF
PROJECT: STRATEGY Tasked with addressing LGBTQI+ issues in men’s football as part of a campaign for the Swedish Football Federation, I developed a campaign aimed at adressing the silent culture and encouraging players to embrace authenticity. The campaign sought to capture the tension between the need for role models and the inner longing to dare to be oneself—a longing stifled by a culture of invisibility and silence. Problem: Men struggle with identity and lack visible role models. Solution: A campaign in the language of football, creating visibility, offering support, and positioning the federation as a clear ally.