All workArt direction, packaging & web design

Ogland

2021–2024

A visual world for Ogland, developed mainly between 2021 and December 2024. Seasonal campaigns, packaging, the website and Instagram connect tactile materials with a quieter approach to everyday living. My film work spanned planning, art direction and editing, with responsibilities varying between productions.

My role: Art direction, design & film editing
With: Photography: Tobias Lundqvist

Ogland / Fabric in motionOutdoors / SS210:05

Explore project 05 chapters +

Pella Hedeby / FW23

A quieter expression for the FW23 campaign with Pella Hedeby. Film and photography bring warm interiors, natural surfaces and the texture of the bedding into focus. The same visual language continues into the Residence print advertisement.

**Ogland / Pella Hedeby**Campaign film · FW232:03

A neatly made bed with white bedding and four pillows, positioned against a beige wall. To the left, there's a small wooden stool with a cushioned top. — The bedroom01.01

A woman sitting on the floor against a wooden wall, wearing a white t-shirt and ripped jeans, looking down thoughtfully, with her right hand on her head. — Pella Hedeby01.02

Two beige pillows stacked on a wooden foldable stool in front of a wooden door. — Pillows / Natural textures01.03

Two pillows with beige silk pillowcases and dark piping, resting on a bed with a wooden headboard. — Silk / Piping detail01.04

Person's hands folding a piece of white and rust-colored satin fabric. — Material detail01.05

Residence / Print

The campaign’s warm palette and material focus carried into a print advertisement for Residence. Layout and graphic design by Adam Kaiser.

Residence / Print advertisement01.06

Shade Collection / FW22

A more intimate, colourful direction for the Shade Collection. Blue light, relaxed poses and layered bedding give the campaign a distinct atmosphere across film, photography and print.

A man lying on a bed, looking at the camera with a serious expression, resting on one arm, with a white pillow and dark bedding. — Campaign portrait02.01

Upside-down view of crumpled bedsheets and pillows on a bed with a dark headboard, with blankets of various colors and a pink upholstered bedframe in the background. — Layered bedding02.02

A model resting against pillows, looking towards the camera in deep blue light. — Blue light / Portrait02.03

A close-up of pale blue bedding, folded fabric and stitched seams. — Fabric / Seam detail02.04

Shade Collection / Print

The blue campaign imagery paired with the Ogland wordmark and restrained typography for the print advertisement.

Cover of a bedding advertisement featuring a dark-skinned man sitting on a bed with blue and white sheets and pillows, with large white text that reads 'OGLAND' and smaller text that says 'Sustainable luxury bedding' and 'Shade Collection Organic Cotton.' — Print advertisement / Shade Collection02.05

Outdoors / SS21

An outdoor campaign built around light, water and movement. Bedding becomes part of the landscape, with open skies and white fabric connecting the portraits and quieter details.

**Ogland / A bedroom outdoors**Campaign film · SS210:13

A woman in a white long-sleeve top and shorts sitting on a bed outdoors with a black backdrop behind her, and greenery and cloudy sky in the background. — A bedroom outdoors03.01

A woman in a white dress floating on her back in dark water with her head tilted back and eyes closed. — Water / Stillness03.02

Summer studies

Smaller moments of colour, touch and rest complete the campaign.

A woman lying on a white sheet on the grass, holding a red flower near her face, with other red flowers and grass around her. — Flowers / Softness03.03

Close-up of a person with wet hair, wearing a white, loose, flowing garment, holding their head with their right hand against a background of blue sky and clouds. — Sky / Portrait03.04

A woman relaxing outdoors, lying on a wooden surface, wearing a black swimsuit. — Summer / Rest03.05

Box design

Two expressions of the Ogland box design: tonal blue and warm cream, each built around the wordmark and restrained product details. The packaging remains in use today.

Two blue Ogland bedding boxes with tonal blue wordmarks, photographed among rocks and moss. — Blue box / Finished packaging04.01

Cream box / Finished packaging04.02

View packaging in use

The website

The campaign imagery continues into the website, pairing a moving opening image with large photographs, product details and a restrained shopping interface. This recording documents the design used during the collaboration.

**Ogland / Website**Website design · Archive recording, 20210:16

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