I specialize in managing every stage of the photo production process, from strategy, concept and creative planning to execution and delivery. Most of the time I also handle casting, locations, styling and love to build partnerships that bring life to the univers and underline the story. Collaborating closely with the client and photographer, I ensure every detail is aligned with the vision, creating a seamless and consistent production flow that supports the message and stays within budget.
My approach is rooted in authenticity and inspired by documentary methods, ensuring the final images reflect reality and resonate with the audience. With hands-on involvement throughout the process, I adapt and refine as we go, making sure every detail supports the story and conveys the message effectively.
Danske Bank
For more than 15 years I’ve been helping the sharp and creative people at Creative Execution transform Danske Bank’s Danske Bank’s strategy into tangible content while evolving their visual identity with photographer Morten Larsen. I’ve had the privilege of closely following the journey of both the business and the brand. Together, we’ve refined a method we call “Staged Documentary,” where authenticity takes center stage, and we create images that feel as real as possible within the given framework.
Working with local families and companies across Norway, Sweden, Finland, and Denmark, we’ve built stories rooted in authenticity. We focus on capturing real moments and spontaneous emotions, and I've managed everything from casting and location scouting to finding participants, companies through social media, online platforms, and personal networks - local people generously opening their homes and lives to the project.
By staying hands-on throughout the process and continuously fine-tuning the concept, we’ve built an approach, a method and a visual universe that tells genuine, real stories - and continues to deliver.
This is just a small selection, as we’ve produced thousands of images together over the years.
DuPont
In collaboration with photographer Morten Larsen, we developed the concept, and I managed the planning of photo and video shoots in Bangkok, Berlin, Madrid and Copenhagen and many other places through more than a decade. All pre-production was done remotely, from Copenhagen, including casting, location scouting, and sourcing talent through social media, online platforms, and personal networks with execution taking place in the various cities, ensuring a seamless and efficient process. Staying true to our "Staged Documentary" approach, the shoots focused on authenticity, with local families and Gen Z participants. The concept was tested and refined along the way. The result brings credibility to the images, which are intended for use across different continents and therefore require diversity in expression, ethnicity, styling, and details - elements that together create a trustworthy and consistent visual universe.
#concept #photoproduction #productionmanagement #casting #location #planning #setmanagement #global #mortenlarsenphotography
Erhvervsstyrelsen / virksomhedsguiden
/ Danish Business Authority
For the Digital Business Promotion Platform, 'Virksomhedsguiden', photographer Niclas Jessen and I worked together to visualize key themes and concepts within Danish business, such as the green transition, gender equality, diversity, export, and more.
I researched relevant companies and their employees for mini-partnerships, gaining insights into their daily operations and situations that represented these themes.
I also handled the coordination of the shoots, from briefings and budgeting to managing contracts.
Photographer: Niclas Jessen
Sundhed.dk
I researched and secured agreements with relevant healthcare providers and hospitals, and coordinated the involvement of external participants. The images were designed for use across sundhed.dk and in marketing materials, addressing sensitive, private, and complex themes. To maintain privacy and respect, we opted to cast models and extras rather than using real patients.
Photography, direction, and post-production: Niclas Jessen.
Photo expedition to Peru for Danisco
A photo expedition to the Amazon and Andes Mountains in Peru.
I contributed to concept development at the execution level and managed the 10-day shoot. The goal was to translate brand identity and guidelines into a tailored image library for use in communication and sales materials. The images were designed to highlight the uniqueness and resilience of plants thriving in challenging environments. I played an integral role as Set Manager, overseeing the logistics, planning, and project management of the expedition. Morten Larsen photographed (and the crew's fear of heights, later altitude sickness, a thousand insect bites, landslides, water shortages, and much more) during the 10-day execution in Peru.The resulting image library was rich in variety and became a core component of Danisco’s identity, used in their communications for many years.
Photographer: Morten Larsen
Danske Bank
In the 2000s, concepts such as authenticity and realism began to influence advertising photography. In collaboration with Danske Bank, we increasingly focused on using real people in real jobs and authentic situations when planning and executing campaign images. We worked as close to reality as possible, incorporating techniques from documentary photography - of course, adapted to a commercial production setup - in search of greater authenticity and relatability. In 2006, I began casting everyday people for photo shoots, where we had previously only used professional models. Our aim was to move closer to reality, reflecting more of everyday life and realism, and less of the idealized or aspirational imagery. It's not always possible. We still use models and participants from time to time, when the tasks or rights require it.
#productionmanagement #partnership #casting #location #styling #mortenlarsenphotography
SENNHEISER
Planning, casting, styling, and set management during production.
Photographer: Morten Larsen