May 21, 2022 //  Commissioned Work

I was contacted by Ahead Connect and the Ringnes Advertising Agency (RAA) to photograph an advertising campaign for their new Pepsi lime drink. The RAA`s already had a rough draft of the script with the basic message and facts they wanted to convey, but it was up to me to shape it around a scenario. So, I decided on two critical variables - the model and the backdrop.

At age 17, I experimented with my camera as often as I could, using months to understand the most rudimentary settings and lighting techniques. The earliest days contained a lot of photographing portraits of friends and family, repeatedly blundering with the exposure. Emly Fredriksen is definitely one of those who had the biggest impact on my growth as a photographer. She accompanied me with every wacky idea I had. We`re talking about countless road-trips to questionable destinations, investing hours into one specific composition, and building on every little detail. Then early up the next day, to do the same thing all over again. Until I was confident enough of my newly improved methods, to reach out to brands. This is my first commissioned work with Emly— a commercial campaign for Pepsi. It’s an emotional milestone to everything we`ve done before. I feel tremendous gratitude for her support. The recognition that Ahead Connect and RAA, acknowledge my work enough to trust me with this monumental project is truly a blessing.

Behind Emly rests an enormous canvas disguised as a backdrop. A tailor-made background by the ingenious painter Mina Alette Pete, specifically for this campaign.