A Professional Film Geek
Q: Can you walk us through your journey into the filmmaking industry?
Simon: I’ve messed around with filmmaking for as long as I can remember. And I’ve been a film geek even longer. After attending Stockholms Filmschool, I moved to the capital, leaving behind my hometown of Örebro where I freelanced as a videographer. Following graduation, I ventured into the world of advertising, working as a director at various agencies while creating short films as a little side hustle.
Q: What have been some of your most rewarding or challenging projects?
Simon: My portfolio includes work for brands such as IKEA, Nespresso, Polestar, Scania, Storytel and more. I’ve directed everything from commercials and content series to social media assets and the good ol’ classic B2B-talking-head-corporate-video. All containing different forms of storytelling. Because there’s always a story in there - that are in need of being told. And it’s my job to tell it the best way possible - to create some form of bond between the client and the viewer. This is probably the most challenging and equally the most rewarding part of my job.
Q: What skills do you believe set you apart in the industry?
Simon: I believe that to be a good director you need to be interested in people.
Understanding what drives and motivates individuals is crucial, not only for guiding actors on set but also for comprehending the emotional impact on the eventual viewer. Why someone might feel joy or desire as well as disgust or fear.
I am fascinated by this "why," and strive to incorporate it into as many of my productions as possible. Not focusing the story too much on “what” the client might be selling but rather “why” and pushing that narrative to the forefront to better connect with the viewer.
Q: How do you stay updated on industry trends and technologies?
Simon: As our industry is constantly changing and evolving I sometimes feel it’s tough to keep up with everything going on. Especially the AI-stuff that’s been creating a sort of rift of opinions in our community. But the need for good stories is always going to be relevant. So I remind myself to view the new technology as tools - the same way as the journey from analog to digital helped an entire generation have easier access to filmmaking. So I try as best I can to keep track of and try out the new tools being available to enhance my storytelling.
Q: Could you share a memorable moment from your career?
Simon: One of the most rewarding memories from my career is from a B2B-shoot we did for a company called Envirotainer - that specializes in shipments of temperature-sensitive pharmaceuticals. It’s not necessarily the most special or prestigious jobs I’ve worked on - but during one moment, where we’re highlighting the perk of a cryo-dewar being able to maintain it’s temperature when exposed to high temperatures by using an actual flame thrower that spits fireballs towards the product - I had a sort of pinch-me-moment. That I actually get to call this my job. Being on set, literary playing with fire to get a point across.
Q: How do you approach challenges in filmmaking?
Simon: The way I see it, filmmaking IS problem solving. Because nothing ever is going to go perfectly to what you originally planned. And if it does, there’s something amiss around the corner… A production is fluid and alive all up until you hit EXPORT for that FINAL_FINAL_FINAL_V2.mov. And the sooner you accept that - the quicker you can find creative solutions to the challenges that will arise during the way. For yourself, your team and the end client.
Q: How do your personal interests influence your creative work?
Simon: Except for consuming an awful lot of movies and various tv-shows I often find that it’s well enough to just talk to people to find new inspiration to fuel my creativity. Wether it’s friends, family, colleges or new acquaintances - you can always find challenges being overcome, funny anecdotes or something someone else just experienced a great source of influence. What do people wish to see more of? What funny clips, new music or personal stories do they like to share around the table? So I believe that listening and discussing with people close to you can help a great deal when working with communication.
Q: What are your future aspirations in the industry?
Simon: I feel the same way about my future as I do about a production being a fluid thing - a new road appearing might be a more scenic and less bumpy journey than the one drawn out on your map. I’ve set personal goals for the coming decade, but I’m not one to miss out on a different path whilst on a journey. Remaining too fixated on the future might cause me to overlook the opportunities right around the corner. All I know for sure is that right now, I’m gonna give whatever I work on my absolute best shot.
