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MATHILDA LJUNGBERG | CREATIVE DIRECTOR

Art direction, visual storytelling & digital-first creative for brands shaped by culture.

SELECTED WORK

SACHAJUAN PRESENTS
Editorial Film Series / Creative Direction / Art Direction / London + Paris

HAIR BONDING BOOSTER
Integrated Campaign / Creative Direction / Film / Digital / Social / PR

SACHAJUAN 20 YEARS
Brand Experience / Creative Direction / Art Direction / Exhibition / Stockholm

ABOUT / CONTACT

I'm a Creative Director interested in how ideas take shape.

From an early concept to a final frame, I work across art direction, film, photography, digital and brand storytelling - building creative worlds that connect strategy with culture, craft and feeling.

My career has moved between social media, fashion, beauty, creative production and global brand building. Before founding Wême Studio, I led global creative content at SACHAJUAN, shaping creative direction and storytelling across more than 30 international markets and leading productions across Stockholm, London, Paris and Copenhagen.

Today, I work with brands, founders and creative teams to develop ideas with a clear point of view - combining strategic thinking with hands-on art direction, production and a deep understanding of how creative work lives across platforms and audiences.

With a background in Fashion Management and Textiles, I'm particularly drawn to craftsmanship, materiality, design and the details that give an idea its character.

I believe the strongest brands are not only desired, but remembered - built at the intersection of vision, relevance, and creativity.

mathilda.ljungberg@hotmail.com | LinkedIn

Mathilda_Ljungberg_image_headshot_founder_Weme_edited.jpg

CASE STUDY 01

sachajuan presents

Editorial film series · Creative Direction · Art Direction · Motion · Social · London / Paris

CRAFT IS A FORM OF EXPRESSION / SACHAJUAN is rooted in craft: the tools, techniques and imagination used to transform hair into an expression of identity. To deepen the brand's relationship with its audience, we created SACHAJUAN Presents - a series exploring creativity through the perspectives of artists working across different disciplines. From music and dance to visual art, each episode asks the same question: what does creativity mean when you have the freedom to make something your own?

The result is a cultural storytelling platform connecting SACHAJUAN's own craft with the wider world of creative expression.

Shot across London and Paris using multiple film formats, combining intimate interview portraiture, environmental cinematography, drone footage and observational city imagery.

CASE STUDY 01

SACHAJUAN PRESENTS

Editorial film series · Creative Direction · Art Direction · Motion · Social · London / Paris

The result is a cultural storytelling platform connecting SACHAJUAN's own craft with the wider world of creative expression.

Shot across London and Paris using multiple film formats, combining intimate interview portraiture, environmental cinematography, drone footage and observational city imagery.

THE OPPORTUNITY / In a crowded social landscape, product-led content alone wasn't enough to build deeper audience connection. The opportunity was to give the audience something beyond the product: a point of view, a story and a reason to care. SACHAJUAN's own world provided the starting point. Haircare is craft. Styling is creative expression. Products are tools used to turn an idea into something visible. We extended that idea beyond hair.

What if the same relationship between imagination, craft and tools existed across every creative discipline?

THE IDEA / SACHAJUAN Presents - A series celebrating artists and their individual relationships with creativity. Each episode enters the world of a different creative - exploring their practice, influences, rituals and perspective on self-expression. The creative process became the common thread: an artist's tools are different, but the instinct is the same.

A paintbrush. A camera. A pair of dance shoes. A hairbrush.

Different tools. Same impulse: to create.

THE VISUAL WORLD / The visual language was built around entering each artist's world rather than simply interviewing them.

The visual world moves between the controlled intimacy of the studio and the texture of everyday life.

We filmed artists where their ideas came to life - their studios, creative spaces and the cities that shaped them - then layered these environments with fragments of their personal worlds: childhood, friends, family, objects, references and rituals.

London and Paris became characters in their own right.

The result was a visual language that felt intimate, observational and cinematic while remaining native to vertical social viewing.

ART DIRECTION

I led the visual direction from pre-production through final delivery, directing cinematography, lighting, locations, set design, casting, talent, styling and post-production. The visual language deliberately shifted between intimacy and movement: close-up portraiture against wider environmental frames, observational city footage against controlled studio compositions, and fast-paced sequences against slower moments of reflection.

Vertical framing informed the creative from the beginning - not as a crop of a traditional film, but as the native canvas.

Speed ramps, changing focal distances, overlapping environmental footage, music and sound design created rhythm and emotional tension while keeping the storytelling visually dynamic.

BUILT FOR SOCIAL / The series was designed as a modular content system from the outset. Each production generated a full ecosystem of assets:

01 - Full episode / Long-form editorial film

02 - Main trailer / Series-level launch asset

03 - Social cutdowns / 10–30 second vertical edits for TikTok and Instagram

04 - Behind the scenes / Production and personality-driven content

05 - GRWM / additional talent content / Platform-native extensions designed around each artist's personality

Rather than adapting one film into multiple formats, the content architecture was designed around how audiences actually consume each platform.

CULTURAL ADAPTATION / The series was designed as a global brand platform with room for local interpretation.
Music, grading, pacing, tone and storytelling were adapted to reflect each artist, city and cultural context - while maintaining a consistent SACHAJUAN visual identity across the series.
The framework allowed the creative to remain recognisable as one brand world without flattening the individuality of the people and places within it.

RESULTS / The series generated approximately 10X engagement of SACHAJUAN's benchmark content, with strong organic audience response and comments comparing the work to premium streaming/editorial entertainment.

“Can I watch this on Netflix?”

CASE STUDY 02

HAIR BONDING BOOSTER

Integrated Campaign · Creative Direction · Film · Digital · Social · PR

FROM PRODUCT TO CAMPAIGN WORLD /

Hair Bonding Booster was developed as an integrated campaign designed to translate one creative idea consistently across digital, social, e-commerce, PR and physical brand experiences. I led the creative direction from concept and visual development through set design, lighting, production, film and final content delivery.