At Lucid Motors, I provide creative direction for brand campaigns and product storytelling, helping bring new electric vehicle technology to life through design and narrative.

A lot of my work sits at the intersection of technology and lifestyle, figuring out how complex ideas can become something people immediately understand and connect with. Whether it’s a campaign, a film, or an experiential moment, I’m interested in turning innovation into stories that feel tangible and human.

Before Lucid, I worked across both advertising agencies and in-house creative teams, developing campaigns across digital, film, and brand experiences.

I grew up in Sweden and now live in San Francisco, where I’ve spent the past several years working in the tech and mobility space. Outside of work you’ll usually find me painting, playing tennis, or exploring different parts of California.