New year, new projects in sight!

I think this time of year can be a bit ambivalent. But it’s also full of anticipation, like a boiling pot. One is bidding on up coming projects, finishing off work from last year while looking into new interesting opportunities for the upcoming year. I don’t know exactly what the production year 2020 will hold but I guess that’s a part of the whole excitement.

January however started off with a trip to Zurich where I produced a piece for a Swedish client. Then I did an interview for KFTV. Talked about Swixer Film of course but also about what it’s like to shoot in Sweden and my thoughts on how the filming industri is affected by the climate changes. Will share as soon it goes live!

One thing I do know about this year is that Swixer will have a full still portfolio (with several categories) up and running. Working on it as we speak. So excited about this and here’s a sneak peek below!


Lululemon winter campaign 2019!

In my last post I summed up Swixer Film‘s production year 2019. So many fun productions to write more about really but I thought I’d take you behind the scenes of one of my productions. The Lululemon winter campaign 2019!

At Strömkajen, outside Grand Hotel

The shoot happened in and around Stockholm. Together with my team I managed planning, locations, logistics, scheduling, permits and crew. We were a team of 25 people from Canada and Sweden including models. The shoot went on for 5 days at 5 different locations and we shot both stills and moving image.

Gamla stan (old town)

To get the best light and look we did early morning shoots and used a snow machine to get a Christmas feeling to the shoot. Everyone was so great and professional to work with and the client such a dream client.

House location at Ingarö, Sweden
House location at Ingarö, Sweden

At each location we had a base camp where the team could have lunch, leave bags, keep wardrobe, make up etc. This shoot was fun and a logistical challenge as we had to juggle a lot of people and locations.

Gamla stan (old town)
Gamla stan (old town)

We had permits to shoot in Gamla Stan (old town), a lovely but tricky location to shoot at because of the cobblestone streets plus there’s quite a lot of tourists around.

Outside Grand Hotel, Stockholm

The campaign was launched just before Christmas and I’m just so proud and thankful to been a part of it. I love to produce this type and size of productions. Big teams, various locations and a mix of still and moving image. Also the fact that Swixer is adding more still productions to the portfolio is a dream come true!


Swixer Film's production year 2019

It’s a wrap! Another Swixer Film year has come to an end so I thought I’d sum it up. In both 2018 and 2019 we got the opportunity to work with Apple TV and the (upcoming) series Home. Still can’t say much about it yet other than I’m just so proud that my little (but growing!) production company have come this far and the size of productions we take on has grown with us!

Then what? We provided production services to Wish. Helped them with scouting, scheduling, gear, management and planning for the shoot that happened in Gävle, Sweden. I really like the fact that Wish choose to hire ALL equipment (including camera) locally and not fly it over from the states. Not so common among our clients who fly over to Sweden unfortunately but a much more sustainable, modern and cost effective way of thinking.

We produced Lululemon’s winter campaign that took place in Stockholm, Sweden. So much fun!!

Lululemon, winter campaign, Stockholm. Photo: Fatima Lagerås.

We also shot an interview with the remarkable Ewy Rosqvist on behalf of R/GA Content Studio. Ewy Rosqvist competed for Mercedes-Benz and as the first woman she won the Argentine road Grand Prix.

One of my favorite Swedish clients Crosby flew me to Iceland (hello dream come true!) to produce this piece for EQT!

Then me and Emma Öhling got the hilarious task to dig into and do research on the story of the “Japanese who disappeared” for Fuji TV (thanks again Johan Pétre for all the help!). If you haven’t read the whole story yet, it’s a must!

Old article from SVD about the Japanese who disappeared

On the location side we scouted locations for Volvo Group as well as the indie rock band MT. JOY during their performance at Lollapalooza, to name a few. Shoe strings and/or big budget productions. Highs and lows. I just love the various productions we are fortuned to work with, no matter the size. And that’s what Swixer is all about really. No production is too small or big.

Anyway, we had a whole lot of fun this year. So THANK YOU to all of our clients, partners, freelancers and creatives out there.

Happy new year!

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About Swixer Film. And the climate.

I thought I’d tell you about my production company Swixer Film. The initial idea was to do so in a fairly usual way. But then I thought about it again. And then I thought of Greta Thunberg. And that I wanted to tell you about Swixer from a climate point of view.

A great part of Swixer’s business is about helping international clients who is coming to Sweden to produce their film, TV, advertising or still production over here. Swixer is their local producer and manages everything from locations, crew, gear, talents, logistics, casting, catering, management – anything that simplifies the production process when filming over seas.

Many clients realizes that it’s both cheaper and a thousand times more climate-smart to book resources locally instead of flying them over, for example. crew & gear. But far from everyone unfortunately.

Typically, a whole lot of gear are flown across the Atlantic to produce a few minutes of content in Sweden. Or you fly over 90% of your crew when you in fact can get both gear and crew here in Sweden.

We keep really high quality when it comes to both gear and crew here in Sweden. And I hope that more of Swixer’s customers are brave enough to take advantage of this and see that it’s both a cost-effective AND climate-smart solution in the end.

Get Swixing with and book locally!

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Studio Emma Svensson Academy, half time!

I’ve jumped right out to the wild unknown! Since a while back I’ve joined Studio Emma Svensson Academy. It’s a one-year program where eight photographers / image makers get coaching from Emma Svensson. We get a line up of workshops, lectures while building our photo portfolios. We have access to a studio and light gear 24/7. I do have some experience from my producer background but this is just something else.

I know that some have been curious about this course and perhaps signed up for next year so half way in I thought I’d sum it all up a bit!

During the first six months focus have been on building our portfolios. Identify our style, area and create a portfolio accordingly. Some shoot fashion, other products and I enjoy staged photography, more about that here. A portfolio is supposed to reflect who you are as a photographer so from being forced to think about that, find your way and that expression that feels like “you” have been a challenge but so much fun. Perhaps the best thing so far.

For me, joining this course ment shooting in a studio for the very first time. Before I joined I had mostly shoot on location and in natural light. So getting access to a studio (and lots of new light gear) 24/7 was exciting so to speak! Fortunately, I like the idea of throwing myself into the unknown, learning new things and learning from mistakes so it has been a fun challenge!

Then we’ve had a bunch of speakers visiting. Film with Mats Udd, marketing with Stefan Tell, och storytelling with Martin Sandin have been some of the favorites. Getting concrete tips and expertise from professionals in different areas: food photography, wedding, retouch and visual communication has been amazing. Just asking a billion questions and getting the tools to customize your own suit has been the best!

Another great thing have been the ongoing coaching sessions we’ve had. Partly with Emma Svensson where the focus have been on how we can create better images, but also from an agent perspective where we’ve learned about customers, marketing and portfolio strategies.

If you’re curious to learn more about this program you can read more about it here (in Swedish).

Social: Instagram & LinkedIn & Facebook.


Hello and welcome!

Welcome to my blog and my very first post! This is where I will write about the things that happens behind the scenes of still and moving productions. From smaller photo shoots to big scale international productions that I produce through my production company Swixer Film. For this first post I thought to tell you a little bit about what I do when it comes to still photography.

I love staged photography. The kind of photography where you get to build up scenes like you do in the movies. Where stories are told, characters cast and where moods are set through props, locations and scenography. It’s quite a time-consuming way to work as a photographer I guess but in my opinion it’s worth every minute.

Don’t kill the messenger, have tea!

Usually I do everything myself: cast actors, hunt down props and build up everything in a studio (or location) with the help of an assistant.

Åren går, våra ärtor består.

I love integrating vintage, second hand and things I find on flee markets. Or grandma’s old Liberty fabric from the 50’s for example! And I like to work with a sustainable mindset.

Tågluffa! Lätt & hett

I don’t mind working with AD’s, set dressers but in smaller productions I like to be in control of the creatives myself. Simply because the vision is usually in my head and I know how I want thing. It’s also more cost effective for clients as I can double up!

Well, that was a quick introduction. I hope you’ll check back in again and do say hello on Instagram or leave a comment!


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