Concept, Creative Direction & Activation
After 20 years shaping brands from both the inside and the agency side, I help companies turn insights into concepts and activations grounded in real consumer needs. When your story aligns with how people think, feel, and behave, your marketing becomes clearer, stronger, and far more effective.
Fredrik Ekström
Creative Director Above The Clouds
“My role is to turn strategy into action, creating ideas, concepts, and campaigns that connect with people and drive real commercial impact.”
Tretorn: Ghost Net Project
A global innovation concept. Turning ocean waste into brand value. Shaped from eco-consumer insights to concepts, campaigns, international PR, and sales.
Tretorn: Global Brand Repositioning
Tretorn needed to rejuvenate the brand, increase price points, reach broader and higher distribution, and reach a lifestyle audience that resonated with the brand's eco ethos.
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Brand & Marketing Consultant
A senior freelance consulting service for brands that need direction to bridge planning, concepts, and execution. I step in to guide your brand, message, and seasonal marketing so everything you do connects with real consumer behavior and drives commercial relevance.
What I deliver:
Go-to-Market Planning—Turning strategy into tactics with clear objectives and timelines.
Campaign & Activation Strategy—Insights, concepts, frameworks, and toolkits.
Visuals and lookbooks—visual identity, photo shoot briefing, and all-channel production.
Storytelling & Content Systems—Narratives and playbooks for reach and engagement.
Cross-Team Collaboration—Aligning product, marketing, sales, and e-com teams.
Brands today battle fragmentation. Teams move fast, seasons move faster, and it’s easy to lose the red thread. I bring senior clarity and creative direction so your plans, people, and output stay aligned, and your marketing becomes far more effective.
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PR & Communication Strategy
A senior PR partnership for brands needing stronger storytelling, media relations, deep sustainability knowledge, and cultural relevance. I combine sustainability and trend insights, editorial thinking, and hands-on execution to help your brand be talked about for the right reasons.
My work covers four key areas:
Insight-led Storytelling - turning trends, data, and brand narratives into editorial stories.
Strategic PR Planning - long-lead concepts, seasonal tactics, and collaborations.
Execution & Amplification - media relations, ambassadors, seeding, and events.
Thought Leadership - reports, talks, and ownership of unique knowledge to build authority.
The outdoor, lifestyle, and fashion markets are crowded. Standing out requires depth, substance, and emotion, not volume. My PR approach strengthens credibility, builds editorial value, and turns your brand into a story worth sharing.
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Experience-Driven PR & Brand Adventures
A unique, nature-driven PR format where I design and run brand experiences that merge community, exploration, and storytelling. From multi-day test trips to cultural activations, these experiences create the kind of credibility and emotion no campaign can replicate.
Own initiatives:
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Trailfulness Running Club: mindful trail-running experiences blending nature, well-being, and storytelling.
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Freelance Strategy Days: mountain-based strategy sessions combining creativity, community, and outdoor exploration.
Client experiences:
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Branded PR Trips: outdoor adventures that turn product testing into storytelling.
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Editorial Events: strong journalist and influencer activations.
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Experience Concepts: for brand moments rooted in outdoor culture and authenticity.
People remember experiences rather than ads. These moments build emotional connection, credibility for product testing, and cultural relevance, strengthening your brand far beyond traditional marketing
Trailfulness Running Club
At the heart of the club’s excursions is 'Trailfulness'—a meditative approach to trail running that promotes a mindful, slower pace. This philosophy isn't just about covering distance; it’s about savoring each step.
Freelance Strategy Days
A Co-Creation Strategy Conference for freelancers. Over three days, you will engage in morning strategy sessions that lay the groundwork for your business’s future, followed by free-skiing or ski touring workshop
Let's Connect & Collaborate
I offer a freelance consultant service where you as client get the benefits of in-depth expertise across a number of specialty areas, without having to increase your permanent staff or contract a full size agency.