Concepts & directing


Concepts & directing


I'm a Creative Director and I also write and direct films.
At Hyper Island in Sweden, by some referred to as Digital Harvard, I sometimes teach creativity, branding and tech.

I'm co-founder of NikExtension – a creative collaborations powerhouse. We combine our own experience with our global network of talents to deliver brand experiences in any media. 

My main skills are:
Directing // Creative Strategy // Screenwriting // Copywriting // Design


At Hyper Island

At Hyper Island


Working with Hyper Island as an INDUSTRY LEADER

For four years I’ve had the fortune to collaborate with Hyper Island in Sweden. As an Industry Leader I am responsible for the content and learnings in the modules "Branding & Communication" and "The Industry". I also give workshops on the creative process, concept development and pitching. I am also regularly brought in as an external examiner.

The aim of “Create or Die” is to shed some light on the creative process, enabling the students to navigate therein and make the most of it. I show how results can be achieved through simple proactive methods rather than sitting around waiting for inspiration.

The students are given simple tools to improve their output and are taught how to deal with the pitfalls and ambiguity that comes with any creative process.

Then we explore how to come up with ideas for the next big thing. We try to discover unmet needs through custom made exercises.

OK so, we’ve got a great idea. Now it’s time to refine. That means crafting all the customer facing elements so that it’s crystal clear what the product does.

This is where “Pitch or Die” takes over and illuminates the delicate art of crafting a presentation and deliver it convincingly.

A challenge from a real client is always incorporated into the workshops. The latest was adidas NEO (briefing via Skype on the bottom-left photo).





creative platform > Film for ikea shot in STOCKHOLM – KUWAIT – bangkok

We filmed real people's lives in Stockholm, Kuwait and Bangkok. Made in collaboration with MSL Group and Film de Liberté in Stockholm. Director was Niklas Fröberg and DoP Viktor Kumlin. My role was Creative Director.

I wrote the creative platform for the global commercial theme of 2018 for IKEA with my awesome team at Nikextension. We were also charged with making a film capturing the feeling of it. From 6,5 hours of material we edited a 2-minute internal and therefore confidential film. 

short film "håb" - as writer and director

Script & Director: Nikolaj Fremming
Executive Producer: Christian Aronsen
Photography: Kasper Schjønning & Theresa Blank
Producer: Diana Klara Kawa
and many more …

Alma, a 10-year old girl is starting to be affected by the evil she sees in the world. She experiences reoccurring nightmares. Inspired by her Father, she finds a way to defy her fears and tries her best to spread her hope to everyone. This is the very short edit for the "My RØDE Reel" competition 2017. Expect the long version in February/March 2018.

films about real people

I've directed quite a few internal films for international clients lately. In all of them we've tried to keep things real.  No actors, no models – just real people shot documentary style by a very small crew. This is a small selection of some of the wonderful people we've worked with.

Shot on location in New York, Copenhagen and Mallorca.
Director: Nikolaj Fremming
DoP: Morten Kühl Christensen
Producers: Christian Aronsen & Karen Cecilie Sørensen

directing films about salmon for IKEA

Agency: Nikextension
Director: Nikolaj Fremming
DoP, edit, 3D: Morten Kuhl Christensen
Producer: Audun Lyngholm Wittenberg

The news from IKEA Food on the back cover of the global catalogue 2016 was a Pulled Salmon Sandwich. IKEA Food asked us to create a film about it and the ASC-certified salmon. It is shot on location in the very, very North of Norway. 

IKEA+HAY film. winner at the Lovie awards & shorlisted at the one show

We were tasked with creating a film that would give the first look into the collaboration between IKEA and Danish furniture design company HAY. The main dogma was that we could NOT show any products since they didn't exist at the time of shooting. Talking to the designers we learned that what they had in common was a deep fascination for the raw materials thus they became the narrative in this cryptic and surreal choreography.

The film has received a lot of attention and press: Dezeen, Fast Company, Adweek and was featured as Spot of the Week in Lüerzer's Archive. It was also shortlisted for The One Show in 2017. 

Made in collaboration with Morten Kühl Christensen of Kühl & Solvstrom (Motion Director/Animation/Concept) and Barkas (Concept). My role was Creative Direction and Concept.
Agency: Nikextension

Global Creative strategies for ikea

I've put together and led teams to work on global creative explorations for different areas of life at home alongside Swedish architect Christian Aronsen. The client was global HQ of design, IKEA of Sweden.

We've looked at where the world is going through the lenses of social- and cultural anthropology, psychology and common sense. Those findings were then condensed into a inspirational mindset and methodology that can be used as springboards in the design process of IKEA and in turn serve as briefs for creative agencies in all IKEA markets.

To bring the strategies to life and anchor them internally we employ different kinds of methods including workshops, architectural visions and film productions of considerable size. All projects are confidential. 

Agency: Nikextension.
Made in collaboration with Barkas, 44 & Karen Cecilie.

Carlsberg content for the soccer World Cup created in a 36-hour cycle

To tap into the excitement leading up to the semi finals, we chose to dramatize the battles with the national dances of each country.

The 15 sec. videos were created in a 36-hour cycle from idea, through storyboarding, casting and shooting to upload on Instagram.

Agency: Carlsberg Newsroom

tribute to Liverpool FC's style of play - "Poetry In Motion" for carlsberg

Carlsberg sponsors Liverpool FC. Their style of playing is nicknamed "Poetry In Motion". To pay tribute to the club after an impressive season we created this interpretation of their style.

To date it has received 9.173 likes on the Carlsberg Facebook page alone.

Agency: Carlsberg Newsroom

Carlsberg: The Feeling of the Season End. "Editor's Pick" in CREATIVITY magazine

To mark the end of the Premier League season (soccer) in the UK we created a film that dramatizes the emptiness that fans feel when it's over. We also created a countdown site using the visual concept from the movie - a Newtons Cradle made with footballs.

This is a creation from the Carlsberg Newsroom. All work is created within short deadlines and on small budgets - which makes me even more proud of the result. My role: Concept, copy and creative direction.

Agency: Carlsberg Newsroom

Most viewed YouTube video in DK in Dec. 2013 (beating PlayStation and Samsung!)

When we created the concept for this prankvertising for a chain of supermarkets, we set out to play with the question: Does Santa exist? Well, of course he does. But what role should he play? In the basic set-up we converted people's cars into Santas sleigh while they were shopping -
including four live reindeer. Then something unexpected happened that actually made it even better.

As we’re dressing up the car of two ladies, one of them returns to get her wallet. As she goes back into the supermarket, we remove everything again. Her reaction to that is priceless. This is real candid camera with real people, it’s quite a stressfull process but very rewarding at the same time.


Agency: Republica

The Sound of Freshness - Featured in Google Creative Sandbox

Irma, an old chain of high end supermarkets in Denmark, asked us to raise awareness about its new online shop. The client believed that we needed to communicate convenience. But the real problem with buying fresh products online is that you can’t smell or feel the products through a screen. That's why they had to be at the center of attention.

While smelling and feeling isn’t possible you can still see them, and we engaged another sense: hearing. We asked the musician J.Views to make music with the vegetables and fruits, allowing the products to take center stage and getting people moving to the “Sound of Freshness”.

Artist: J.Views. Agency: Republica

Handcrafted in paper and shot in one take

iPhone launches always put pressure on the system at 3 - and in fact last time, it crashed. So the objective was to inform about the launch of the new iPhone. How to for the waiting list, what to do if the delivery is delayed etc. 

We created a new way to tell the story and put a lot of love and craft into the production. As a result it became the most watched video of the company.

Agency: Konstellation

Brand Activation: Real Time Cross Border Penalty Kicks

“Imagine scoring a goal in Italy while you’re standing in the UK”

This concept got a small unknown Danish agency the attention of adidas international HQ in Germany. It embodies everything that is great and magical about football – a Real World Activation concept that integrates actual physical performances with social media in real time.

In the Football Cross Border Competition you will take a penalty kick in your own country against a goalie that is guarding his goal in another country.

So the kicker could is taking the kick in the UK and the goalie is trying to block his kick in Italy – in real-time. Monitors on both ends make sure that the participants and spectators can follow what’s going on and cheer or boo accordingly. It can work on a small scale too – by having pre-recorded kicks from celeb players it can be played in smaller venues. At this stage this is a pitch project but I honestly believe that the potential is huge.

Agency: Konstellation


Awards & Honors

Awards & Honors


Let's connect

Let's connect