When was the last time a story moved you?

Great storytelling isn’t about selling but making people feel something. The real magic happens when a story transcends borders, cultures, and backgrounds, creating a shared experience that lingers.

I’m drawn to stories that explore human nature—through humour, drama, or the unexpected. The best advertising doesn’t just grab attention; it taps into something universal. A look. A feeling. A moment that stays with you. My job is to help brands find those moments and make them matter.

Since the late ‘90s, I’ve lived and breathed creativity—across music, film, and storytelling. I’ve directed over 200 commercials, made two documentaries, and written a prize-winning novel. Along the way, I’ve co-founded three companies and raised two wonderfully creative kids. Through it all, I remain fascinated by the power of film to break barriers and bring people closer together. The fundamental core here is to understand the key functions of narrative.

Clients & Collaborations

Over the past 25 years, I’ve worked across diverse formats and clients, including Purina, Saxo Bank, IKEA, Knoppers, Danish Defence, Lego, EY, Royal Caribbean, Videx, Jabra, United Nations, Oticon, PwC, Arla, and Novo Nordisk, among others.

Representation

Europe (ex. UK): Froehlich Management

Middle East & Asia: Go East

UK: Mad Cow Films

Director at Holy Ravioli, Denmark.