Art Director on the “Key to Söder” campaign for NOFO Hotel, created in summer 2025 to showcase Södermalm to an international audience. I contributed to developing the concept, positioning the hotel as a curated gateway to the area’s more authentic, local experiences.

The campaign featured local voices sharing their personal “keys” to Södermalm, forming the narrative core. I was present on set as Art Director, overseeing the visual direction, and captured all still imagery for the campaign, ensuring a cohesive visual expression throughout.

Creative team: Jan Görs / Alhagi Njie / Harnet Berhe
Director of photography: Oliver Karlberg
Editing: Thilma Holmström
Stills: Jan Görs