Interview-Led Storytelling
AEG/CONTENT PRODUCTIONLeading an interview-based video production from an open brief to final delivery, combining project leadership, creative direction and hands-on editing.
OVERVIEW
AEG wanted to create an interview-led video for LinkedIn, focusing on a highly specialised topic within appliance installation. The challenge was to turn technical information into a clear and engaging story that would resonate with a broader audience.
The OUTCOME
The result was an interview-led video that translated a specialised installation topic into a more accessible, story-driven format. The finished film was published on LinkedIn through AEG's and Electrolux's channels.
THE APPROACH
I led the production from brief to final delivery, working closely with the client to shape the narrative and make the technical subject more accessible.
As the creative direction evolved, I planned the production, developed interview questions, coordinated schedules and resources, and selected and briefed external photographers.
During filming, I managed client communication and provided creative direction. The photographers prepared the footage, while I handled the final video edit, bringing the material together into a cohesive story and managing feedback through to delivery.
My ROLE
Project Lead
Creative Direction
Production Planning
Final Video Editing
CLIENT & YEAR
ELECTROLUX/AEG - 2026
From Concept to Reality
The activation concept was delivered as adaptable assets that local markets could implement across different store formats.
While each market adjusted layouts and formats to fit local requirements, the overall visual identity and messaging remained consistent with the global campaign.
THE CHALLENGE
We started by identifying the campaign's core creative principles and defining what needed to remain consistent across every customer touchpoint.
Using those principles as our foundation, we developed a scalable retail concept that connected physical stores and e-commerce while allowing local markets the flexibility to adapt executions to their own environments.
Through close collaboration with Electrolux and local stakeholders, we iterated on the concept to ensure every execution felt like part of one cohesive launch experience.
ELON store in Stockholm
OUTCOME
The project created a consistent customer experience between campaign, retail and e-commerce, helping strengthen the product launch across multiple international markets.
It also established a scalable framework that markets could adapt while maintaining a unified brand experience.