Hi Ally! I create films and communication with a foundation in strategy and data, and I have fun while doing it!

/01

This photo captures one of those
rare moments when I'm in front of the
camera, serving as a light reference.

About me

/02

Multi-diciplined creative

Over the past ten years, I have led creative projects, developed concepts for campaigns and launches, directed film shoots, created and managed design systems and strategies for digital channels, print media, TVC, OOH, and much more. Both in-house and at agencies.

I have extensive experience in film, as it has always been at the core of my ideas and the medium I enjoy working in the most. Currently, I work as the Global Motion and Video Creative Lead at FjƤllrƤven. In this role, I am responsible for all motion assets we produce, I share responsibility for all campaigns and concepts, I am the channel owner for FjƤllrƤven's YouTube channel, and in charge of FjƤllrƤven's internal film team.

As a person

I am an extrovert who has mistakenly believed I was introverted all my life. I love being outdoors and actively choose activities to get me outside (gravel cycling, trail running, fishing, or hiking). I have recently become obsessed with bread-making and am currently spending an unreasonable amount of time on fermentation processes. I enjoy spending time with my family and often travel to our second home in Halmstad.

I believe that Iā€™m perfect for the role as creative producer. Hereā€™s why!

/03

Iā€™ve been doing the exact same thing for a global brand with great results.

For the past five years, I've managed FjƤllrƤven's YouTube channel. My responsibilities includes handling the budget and content calendar, producing materials from scriptwriting to directing and overseeing post-production, managing the YouTube community, and uploading infrastructure. The channel have grown 190% since I took over.

This means that my start up time is minimal, I can start producing on day one.

I have over 10 years of experience as producer and director.

Through my career Iā€™ve been producing and directing TVC commercials, short social media stuff, model shoots, recipe films, how-toā€™s, highly technical explaining films, 3D and 2D animations and live events for some of Swedens biggest clients including Scania, Arla and FjƤllrƤven.

I have a broad network of freelance photographers, DOPs, directors, and production houses.

Thereā€™s a perfect production setup for all types of productions, thatā€™s why Iā€™ve collected a broad network of freelancers and production units with different expertise. Whether you need a live show, cost-effective edits, a short film with actors, or someone who can film while climbing Sweden's highest peaks, I have multiple solutions for most situations.

I love gaming and would love to work with a game studio.

I got my first console, a Nintendo 64, at eight and have been a gamer ever since. I started with Super Mario, moved to Halo in my early teens, focused on FPS games in my late teens, then played a lot of FIFA in early adulthood, and recently, it's been mostly Minecraft.

I would love to work with games as a profession, this position is truly a dream come through.

Selected work

/04

Donā€™t see yourself as an arctic explorer? We do!

Skills

/05

Brand strategy
Concept development
Content strategy
Channel ownership

Strategy

Art Direction
Concept design
Digital design
Generative AI
Motion design
Visual identities

Design

Directing
Producing
Editing

Production

Budget responsibility
Mentoring
Personnel responsibility

Team lead

Life so far

/06

2024
Parental leave

Iā€™m currently on parental leave. Youā€™ll find me at Skansen, in Aspuddsparken or baking bread.

2020-2024
Art Director & Creative Lead | FjƤllrƤven

Projects I've contributed to include: the Specialized collaboration launch, all seasonal launch material, FjƤllrƤven Classic events and FjƤllrƤven Polar. Iā€™m also manager for a small team and channel owner for FjaĢˆllraĢˆvenā€™s YouTube channel.

2015-2020
Art Director | Nordic Morning

I was leading the creative work for major clients like Scania, Arla, LantmƤnnen, LƤnsfƶrsƤkringar and Snickers Workwear.

Additionally, I played a key role in winning multiple significant projects as part of the pitch team.

2012-2015
Graphic design and com. | Linkƶping University

I studied Graphic Design and Communication at Linkƶpings University. During my years there I was Design responsible for the school paper and creative at a student driven agency called Kindergarden.

Selected brands I've worked with

/07

Iā€™m looking forward to hear from you!

0730665144
blom.lucas@gmail.com