Hi, I'm Nael (Nalle).

I'm a Swedish creative based in Melbourne with over a decade of experience turning audience insight into ideas that earn attention.

My sweet spot is where advertising, entertainment and culture overlap. I solve business problems with ideas that feel native to the platforms and properties people already choose to spend time in, because the best advertising doesn’t interrupt attention -it earns it.

I’ve worked across New York, Germany and New Zealand for agencies including Ogilvy, Y&R and Saatchi & Saatchi, before moving in-house as Global Creative for Icebreaker.

I then joined TVNZ, working at the intersection of advertising, commercial strategy and entertainment. Over the past five years, I created award-winning work for some of New Zealand’s biggest brands and entertainment properties -from campaigns and brand partnerships for brands like Qantas, Skinny, Arnott’s and IKEA, to entertainment franchises including Love Island, Celebrity Treasure Island and Shortland Street. I’ve also collaborated with major studios and networks including Universal Pictures, Paramount Pictures, Warner Bros. Discovery and ITV.

My work spans creative strategy, art direction and production -from insight-led campaigns and key art to branded entertainment, integrated partnerships and new advertising formats like Social Stream. I enjoy taking ideas from first brief through to final rollout, staying hands-on and working closely with marketers, producers, designers and media partners to create work that performs for both audiences and brands.