Hi there
How I work
Research
1 / 5
Before I make anything, I want to actually understand it: the product, the audience, and what else is already out there competing for attention. That's the foundation everything else gets built on. Skip this step and even great-looking work ends up guessing.
Research
1 / 5
Before I make anything, I want to actually understand it: the product, the audience, and what else is already out there competing for attention. That's the foundation everything else gets built on. Skip this step and even great-looking work ends up guessing.
Research
1 / 5
Before I make anything, I want to actually understand it: the product, the audience, and what else is already out there competing for attention. That's the foundation everything else gets built on. Skip this step and even great-looking work ends up guessing.
Ideation
2 / 5
This is where I let ideas actually flow, but with limits. Every idea has to trace back to something real from the research, not just feel cool. It's less "what would be fun to make" and more "what does what I just learned actually suggest we try."
Ideation
2 / 5
This is where I let ideas actually flow, but with limits. Every idea has to trace back to something real from the research, not just feel cool. It's less "what would be fun to make" and more "what does what I just learned actually suggest we try."
Ideation
2 / 5
This is where I let ideas actually flow, but with limits. Every idea has to trace back to something real from the research, not just feel cool. It's less "what would be fun to make" and more "what does what I just learned actually suggest we try."
Briefing
3 / 5
A good brief isn't a list of instructions, it's a hypothesis. I try not to over-specify just to feel in control. What actually matters is being clear on why this message, for this person, right now. That's what drives results, not the format or how polished the production is.
Briefing
3 / 5
A good brief isn't a list of instructions, it's a hypothesis. I try not to over-specify just to feel in control. What actually matters is being clear on why this message, for this person, right now. That's what drives results, not the format or how polished the production is.
Briefing
3 / 5
A good brief isn't a list of instructions, it's a hypothesis. I try not to over-specify just to feel in control. What actually matters is being clear on why this message, for this person, right now. That's what drives results, not the format or how polished the production is.
Production
4 / 5
Once a brief is out, my job shifts from author to steward, staying close enough to catch it if it drifts from the original idea, but hands-off enough to let whoever's making it, a designer, editor, or creator, actually bring their own craft to it. The biggest mistake here isn't bad feedback, it's no feedback until it's too late. A quick check earlier, does the hook match the intent, is the message landing right away, saves far more time than a revision round at the end.
Production
4 / 5
Once a brief is out, my job shifts from author to steward, staying close enough to catch it if it drifts from the original idea, but hands-off enough to let whoever's making it, a designer, editor, or creator, actually bring their own craft to it. The biggest mistake here isn't bad feedback, it's no feedback until it's too late. A quick check earlier, does the hook match the intent, is the message landing right away, saves far more time than a revision round at the end.
Production
4 / 5
Once a brief is out, my job shifts from author to steward, staying close enough to catch it if it drifts from the original idea, but hands-off enough to let whoever's making it, a designer, editor, or creator, actually bring their own craft to it. The biggest mistake here isn't bad feedback, it's no feedback until it's too late. A quick check earlier, does the hook match the intent, is the message landing right away, saves far more time than a revision round at the end.
Evaluation
5 / 5
This is where the loop closes. I pull the results, figure out what the data is actually telling me, and feed that back into the next round of research and ideation. Without this step, it's just production, not strategy, and the whole cycle stalls.
Evaluation
5 / 5
This is where the loop closes. I pull the results, figure out what the data is actually telling me, and feed that back into the next round of research and ideation. Without this step, it's just production, not strategy, and the whole cycle stalls.
Evaluation
5 / 5
This is where the loop closes. I pull the results, figure out what the data is actually telling me, and feed that back into the next round of research and ideation. Without this step, it's just production, not strategy, and the whole cycle stalls.
What I've made
The work is divided into two sections. Creative Strategy is where I'm headed. Production is the foundation it's built on.
How I got here
2015 – Present
Founder / Creative Director
Palai Studio
Handling every part of the business, client relationships, production, branding, and marketing, alongside the creative work. Seeing how all of it connects is part of what's drawing me toward the strategic side.
2015 – Present
Founder / Creative Director
Palai Studio
Handling every part of the business, client relationships, production, branding, and marketing, alongside the creative work. Seeing how all of it connects is part of what's drawing me toward the strategic side.
2015 – Present
Founder / Creative Director
Palai Studio
Handling every part of the business, client relationships, production, branding, and marketing, alongside the creative work. Seeing how all of it connects is part of what's drawing me toward the strategic side.
2015
Producer Intern
U Itch I Scratch - Copenhagen
Worked across the production side of commercial and film work: helping run things on set, post editing, music production and casting. It was where I first saw how a project actually comes together end to end, from the earliest planning through to the finished piece.
2015
Producer Intern
U Itch I Scratch - Copenhagen
Worked across the production side of commercial and film work: helping run things on set, post editing, music production and casting. It was where I first saw how a project actually comes together end to end, from the earliest planning through to the finished piece.
2015
Producer Intern
U Itch I Scratch - Copenhagen
Worked across the production side of commercial and film work: helping run things on set, post editing, music production and casting. It was where I first saw how a project actually comes together end to end, from the earliest planning through to the finished piece.
2013
Digital Media Creative Student
Hyper Island - Stockholm
Studied digital media at Hyper Island, a school built around figuring out how creative and business thinking actually work together, not just craft on its own. That mix, understanding both the making and the why behind it, ended up shaping the path everything after followed: production, then a business of my own, and now the pull toward strategy.
2013
Digital Media Creative Student
Hyper Island - Stockholm
Studied digital media at Hyper Island, a school built around figuring out how creative and business thinking actually work together, not just craft on its own. That mix, understanding both the making and the why behind it, ended up shaping the path everything after followed: production, then a business of my own, and now the pull toward strategy.
2013
Digital Media Creative Student
Hyper Island - Stockholm
Studied digital media at Hyper Island, a school built around figuring out how creative and business thinking actually work together, not just craft on its own. That mix, understanding both the making and the why behind it, ended up shaping the path everything after followed: production, then a business of my own, and now the pull toward strategy.
Research –
Ideation –
Briefing –
Production –
Evaluation –