We had the pleasure of producing a global live broadcast together with Zound Industries (Marshall, Urbanears, and Adidas headphones) at the iconic Södra Teatern.
The venue is a visual treat — especially when we turned the cameras around to showcase the beautiful old saloon in all its glory.
One show, four continents, four time zones, all in one day.
A fun and fast-paced challenge, and the perfect excuse to put some classic live TV tricks back into action.
Two big commercials in one day? Why not.
Just roll in a massive crane, light up the scene like it's high noon, and hit record.
With Johan Palm (DoP), Daniel Keith (Gaffer), and Nathalie Lewenhaupt (Production Manager) onboard, the prep was half the fun.
Add a suburb pizza + kebab session to cap off the recce? Chef’s kiss!
Both locations turned out beautifully — high-end, slick, and right on schedule.
Did something go wrong? Only a small oops when we left the crane too close to a car (thank you, dear insurance policy).
Grateful to Frilans Finans and copy and strategic wizard, Leo Dahlin, for bringing us in and trusting us with this one.
Duplantis! What. A. Guy.
We got to shoot him for Puma’s global campaign — such a cool gig that stretched across the globe with star athletes like Neymar in Paris, Romeo Beckham in LA, Kingsley Coman in Munich, Memphis Depay in Barcelona, and LaMelo Ball repping the Charlotte Hornets.
How did we land it? Pure charm (okay… and maybe some fast problem-solving).
A friend in Norway connected us with a French agency, we pitched against some major players, and boom... won the gig.
True story: we locked the deal by solving a tight security clearance for still photos at Arlanda in record time.
Best part? Hanging out with Armand for 30 minutes waiting for a cab.
His vibe is somehow even higher than his world records.
What do you get when you mix a choir, a young soloist, and a Swish number?
A super catchy Christmas & Lucia song for a good cause!
SoYou teamed up with the Heart-Lung Foundation to create a heartfelt (pun intended) campaign that raised awareness, and resources, for life-saving research.
We kicked things off by recording the song in advance, and yes… it’s still stuck in our heads.
Then we turned Delight Studios in Finnboda into a Lucia-inspired music video set.
It’s one of our favorite studios, right by the water and reachable by boat from Stockholm’s city center (bonus points for drama).
Huge thanks to everyone involved.
A cozy, meaningful production we won’t forget.
When your childhood buddy Joachim Brobeck — aka Mr. Prime Time — calls and says,
“Hey, want to jump onboard a massive production with one of Sweden’s best-selling artists and Red Bull?”
There’s really only one answer: Absolutely.
And what a ride it turned out to be.
We kicked things off with a bang; launching the project with a big announcement video, then rolled straight into two unforgettable days at the iconic Cirkus venue.
A 20-camera setup captured every moment, with a full live orchestra, incredible guest artists, and over 200 rock-solid crew members all making the magic happen.
Oh, and let’s not forget the documentary we shot alongside it all, featuring Mr. Leksell himself and the other amazing stars of Red Bull Symphonic.
Production Manager Evelina Eliasson nailed it when she said:
“This project has a really warm and focused environment.”
And that line stuck with us; it captured the spirit on set perfectly.
Big production, even bigger heart.
And yes, Red Bull came through with the can sponsorship, so let’s just say the wings were fully attached to SoYou on this one.
Want to see what all the fuss was about?
Check it out on Red Bull’s channels. It’s something special.
Sometimes this job takes you places you never imagined.
Like: “Hey, wanna go to Borneo with Börje Salming and Mattias Klum?”
In 2012, we did just that, two weeks in the jungle, shooting a documentary for Swedish state TV.
Orangutans, palm oil plantations, jungle heat, and some unforgettable moments.
We learned so much from Mattias about animal conservation, and we saw both the beauty of the wild and the heartbreaking impact of palm oil farming.
But the MVP? Börje. Total team dad.
Brought Salming gear for everyone, made sure we were taken care of, and later mailed out signed cookbooks like a legend.
A lion’s heart.
And, well, decent with a hockey stick too. 😉
Ten years after our unforgettable trip to Borneo, I had the privilege of working with Börje again, on what would become his final commercial shoot.
Despite his body beginning to slow down, his spirit, warmth, and passion were just as strong.
He joined us to support the Heart & Lung Foundation, driven as always by a desire to make a difference.
I’m deeply grateful for our time together.
Thank you, Börje, for your strength, your kindness, and the legacy you leave behind.
A true superstar, both on the world stage and in every personal encounter.
So, you're launching Betsson in Kenya, and just as you’re about to roll out your campaign; boom! TV ads get banned. What do you do? Easy: create a nationwide game show instead.
Inspired by Who Wants to Be a Millionaire, we teamed up with a Kenyan broadcaster, flew in finalists from all over the country, and threw a massive live finale on national TV.
I was on the ground in Nairobi, running the show with Betsson execs calling in from Malta, our SoYou team editing in Stockholm, and a fantastic Kenyan team pulling it off live.
One man became a millionaire. We helped make it happen.
Big love to Kay Höök and Betsson for the ride, and yes, I squeezed in a short safari as well.
Zound with Kodjo:
You know those people who just get it? That’s Kodjo.
Smart, warm, genuinely funny and the kind of person who makes everyone on set feel seen and involved.
Director Martin Forsström’s expression in this shot? That’s the look of someone who knows he’s got gold in front of the lens.
"Can you bring a cow into the studio?"
That’s when we knew this was our kind of pitch. High-level creative, outside-the-box thinking—maybe a bit wild, maybe a bit brilliant. (Spoiler: the cow stayed home, but we love that it was considered.)
The challenge? Convince the client, against two other agencies, that we had the strongest vision for taking their brand to the next level.
Our winning idea: Build a 3D brand universe. We shot our main character on green screen, which means future updates are as easy as dropping new people into the existing virtual world.
What happens in that world? Anything the brand dreams up.
Huge props to Robin Günther and the team for bringing it all to life.
