In collaboration with zai, I took on the challenge of integrating OnchainLabs’ blockchain technology into their digital experience, designing a seamless customer engagement flow and developing a high-performance website. Tasked with bridging the gap between physical products and digital innovation, I worked closely with zai to redefine how customers interact with their brand through NFC-powered loyalty and authentication.

At the core of this transformation was strategic communication, making complex Web3 technology accessible to zai’s audience. By aligning brand messaging with innovation, we positioned zai as a pioneer in ski technology and digital ownership, setting a new standard for the industry.

For Glaecier, I designed and developed a prototype app aimed at enhancing the sauna and wellness experience with a suite of user-friendly features. Key functionalities included session booking, in-app payments, door access on arrival, real-time occupancy checks, and a library of wellness articles. The app also featured guided sauna sessions, chat capabilities, and calendar integration.
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While the client ultimately decided not to proceed with the prototype, the project was a valuable learning experience that strengthened my expertise in app design and development.

As a Creative Director engaged through Komponent, I led a comprehensive campaign for Danske Bank’s B2B expense management platform, Xpender. Xpender streamlines expense reporting by allowing users to capture receipts on-the-go and seamlessly integrates them into a centralized digital platform. The campaign aimed to demonstrate Xpender’s effortless integration into daily business operations. We depicted professionals in various traditional work scenarios—traveling, attending meetings, or working remotely—who quickly photograph their receipts. These actions culminate in a showcase of all expenses being efficiently organized within Xpender’s digital interface, highlighting its user-friendly design and accessibility.

ZENE was a Swiss-based Web3 social media research experiment, backed by $5.5M in funding. Designed to give users full control over their content, data, and digital assets, it leveraged blockchain technology to enable ownership, trading, and monetization through NFTs and tokenized assets. With a 3D user interface and AI-powered search, ZENE redefined digital interaction—allowing users to discover content based on their interests rather than advertiser-driven algorithms.

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At Apropos Creative, we helped shape ZENE’s brand narrative, visual identity, and investor messaging, ensuring their vision for a decentralized, user-owned social media was clearly communicated to both investors and users.

At Mesterlære, our team at Apropos Creative had the privilege of contributing to a dynamic and innovative platform dedicated to education and skill development. One of our key contributions was in the creation of marketing assets for campaigns and social media. These assets played a crucial role in communicating the platform's core message, values, and offerings to our audience, both current and prospective learners.

At Doubble, I led the go-to-market launch in California, overseeing budgeting and creating digital campaigns using platforms like YouTube Ad Manager, Apple Search Ads, Google Ad Manager, Google Search Ads, SEO, and Facebook Ad Manager. Collaborating with the creative team, I directed the conceptual, strategic, and stylistic aspects, ensuring high-quality campaigns and maintaining the brand's premium identity.

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Under my creative lead, Doubble secured three straight weeks as the top social app in the Danish app store.

I took on the role of scriptwriter and developed the visual direction and storyline for &Living’s cinematic commercial, aimed at creating a high-quality marketing piece suitable for cinemas and high-end channels. The client wanted a premium, A-level commercial that would communicate their unique approach to real estate: a focus on meaningful, quality-driven transactions where each match feels “just right.”

This was a collaborative project involving a team of talented freelancers, each bringing specialized skills to the table. Working alongside these creatives, I oversaw the vision to ensure every scene aligned with the brand’s ethos, from initial concept to the final cinematic presentation.
Tomas Ørum and Hugo Rosenstand, direction, photography, and post-production.

Moodagent Moments was conceived as an ambitious extension of the Moodagent music streaming platform, designed to challenge giants like TikTok and Instagram by merging AI-driven personalization with social media and video content. Our team took charge of every aspect of this project, from concept to execution.

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Concept & Creation. We developed the idea, narrative, and product branding for Moments, a feature where users can create personalized soundtracks that align with their videos, expressing mood and individuality in ways static images or generic music can’t. From the name to the core concept, we crafted Moments to be the world’s first AI-powered, truly social music experience.

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UX/UI Design & Product Animation. Fred designed the full UX and UI to ensure a seamless user experience that feels intuitive and engaging. Every screen, interaction, and animation was carefully crafted to reflect the energy and spontaneity of a social-first music platform. We also animated product elements to bring the interface to life and enhance user immersion.

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Campaign & Storytelling. To launch Moments, we created all campaign materials, including visuals, animations, and messaging. We also directed the campaign film, ensuring it captured the essence of the product — a platform where music, video, and social connection come together. Our storytelling approach focused on real, relatable scenarios to resonate with users and build brand affinity.

In collaboration with Moodagent, we took on the challenge of redefining the music streaming brand’s identity, product design innovation, and go-to-market campaign creation. Tasked with evolving a brand rooted in personalization and sound-driven discovery, we worked closely with Moodagent’s primary investor at Grey Stone Capital to drive product innovation with a sharp focus on user experience and market adaptability.

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The project spanned multiple continents—Denmark, Germany, India, and Australia—each with its unique consumer landscape. Our approach involved crafting market-specific go-to-market strategies and orchestrating high-impact campaigns that could resonate locally while maintaining a unified global brand voice. At the heart of this effort was seamless collaboration with regional stakeholders. We established open, efficient communication channels to keep pace with the brand’s rapid growth, ensuring that every initiative was culturally tuned and strategically aligned.

During lockdown, we created a series of promo videos for Tivoli Sessions to keep the magic alive and connect with audiences at home. Each video captured the unique ambiance of Tivoli, bringing viewers into the heart of the experience despite the restrictions.

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In collaboration with the music collective Moodagent and this multi-talented persona Emil Lange, Apropos Live took over these silent, 200+ year old amusement grounds, and gave a VIP audience consisting of the park’s many birds the private performance of a lifetime.

For this personal project, I created a comprehensive design system from scratch for a streaming recommendation guide, aimed at helping users navigate the overwhelming content options on popular platforms. The guide highlights 40 carefully chosen series with concise summaries and curated reviews, making it easy to find quality content without endless scrolling.

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This project reinforced the importance of consistency in design elements and taught me how to balance visual appeal with readability. Crafting a cohesive design system for such an information-dense medium required strategic typography, color choices, and layout principles to guide the reader seamlessly through the content.