I started out drawing comics and designing heavy metal album covers in my native Denmark. I am now an award winning Creative Director, Design Director, and keynote speaker, creating distinctive visual universes for brands, campaigns, and products.
In my most recent role at Asda, I looked after a team of 60 people and I was accountable for the quality of the visual output across Asda's branding, advertising campaigns, print, online retail, CRM, packaging design, Point of Sale, social media, press advertising, and digital media.​​​​​​​ A lot of this work is now done in-house after I launched a Studio which looks after Asda's print artworking, press ads, OOH, data activation design, asda.com, motion design, social media design, and CRM.
Before going client-side at Asda, I worked as an award winning Design Director and Senior Creative in advertising and marketing agencies, delivering best in class conceptual work and beautifully crafted designs for blue chip brands and household names across entertainment, FMGC, retail, automotive, finance, and government,
SELECTED AWARDS
Lynx and CALM – Bigger than Suicide
SILVER - Cannes Lions 2016
WOOD - D&AD Impact Awards 2016
WINNER - Drum Marketing Awards 2016
WINNER - Brand Republic Digital Awards 2016
HONOUREE - The Webby Awards 2016
PLATINUM - Hermes Creative Awards 2016
Lynx Black Space
BEST - Best of Experiential in the CreativePool Annual 2016
BRONZE - DMAs 2015 Best FMCG
BRONZE - DMAs 2015 Best Use of Experiential
Magnum – Pink & Black
WINNER – Social Buzz Awards 2016
SILVER – FAB Awards 2016
Diageo – Shake Up Summer 
WINNER – Diageo Marketing Effectiveness Awards 2014
Sony PlayStation – Wonderbook: Book of Spells
WINNER – Print Week Awards 2013
NBC Universal – Snow White and the Huntsman
GOLD – POPAI 2012
WINNER – Inca Digital Excellence Awards 2012
Tom’s Chocolate’s national children’s art competition
WINNER - Top prize. I won a bloody TV! And chocolates. Lots of chocolates. 1991.
ASDA
SENIOR DIRECTOR DESIGN, CREATIVE DIRECTOR STUDIO 368 (2018 - 2022)
As the £20bn company’s first ever Design Director, my job was to drive and elevate the standard of creative work across the wide and diverse Asda product portfolio. Reporting into the Chief Customer Officer, I was part of the creative leadership team for the business and accountable for the quality of the visual output across branding, advertising campaigns, print, online retail, CRM, packaging design, Point of Sale, social media, press advertising, and digital media.​​​​​​​ In short, what the brand looks like and how it shows up in front of the customer.
In October 2018 I launched an in-house studio, Studio 368. Conceived as a print artwork department with a strong focus on Point of Sale graphics, the Studio has since grown into a multi-disciplinary design and production team, and an agile, cost-effective creative resource, collaborating with our agencies as well as originating new creative. I was Studio 368’s Creative Director as it now looks after: Print artworking for POS, Press ads, Retouching, Out of home advertising, CRM, Data activation design, asda.com and all its sub pages, Motion design, and Content design. And in the process, my team grew to 60 colleagues.
TMW UNLIMITED
SENIOR CREATIVE >>> DESIGN DIRECTOR (2013 - 2018)
I began at TMW as Senior Creative (Art) and was promoted to Design Director, heading up a design department of 15.
During my time at TMW I worked on numerous award-winning campaigns as well as successful pitches for Sony, Durex, Ferrero, Yellow Tail wines, McLaren, Magnum, The UK Government, Reckitt-Benckiser, the GSMA, Cardhu whisky, Logan whisky, and La Roche-Posay (L'Oréal).
LICK CREATIVE
SENIOR DESIGNER >>> CREATIVE HEAD (2007 - 2013)
I began at Lick as a Senior Designer and was promoted to Creative Head. I oversaw the day-to-day creative on Sony PlayStation and the quality of the agency's visualisations as a whole, as well as being involved in most creative pitches on a conceptual, design and presentation level.
In my time at Lick I worked on numerous award-winning campaigns as well as successful pitches for PlayStation Europe, Pernod Ricard's drinks brands, Rockstar Games, Blacks Leisure Group, LVMH Group (Louis Vuitton Moët Hennessy), Hasbro, Disneyland Paris, History Channel, Orion Publishing, and L'Oréal Luxury Products Division.
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