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.
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.
Strategy, put into action.
We start with people, translate insight into strategic clarity, and turn strategy into concepts, campaigns and brand activations.
WEEKDAY: Global Brand Campaign
The Class of Not Giving A F*ck. It was about sharpening cultural relevance with a generation that increasingly rejects traditional success narratives, rigid norms, and polished perfection.
MONKI: Global Brand Campaign
The Antidote To Boredom was the first global campaign to launch the new brand position aimed at targeting a young female fashion audience on digital and retail platforms.
PR & Communication
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.
SAMSUNG: Nordic PR Launch
Created the concept of "I Run for The Power of 5" for the launch of Samsung Watch5 PRO, the first smart sports watch. Aimed to highlight 5 hidden data points rather than speed and time.
SAMSUNG: Nordic PR Interim
Acted as interim PR manager/strategist, Samsung MX Nordics, for 1 year and 10 months. Managed Nordic agency setup, budgets, teams, concept creation, launches and ongoing PR.
When brands connect people with nature, they create meaning far beyond marketing.
I design branded trips that merge experience, community, and storytelling, built to inspire, activate, and strengthen your brand’s role in people’s lives.
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Experience-Driven PR
A nature-driven PR format where I design and run 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.
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.