JK: After nine years as Senior Creative Partner at Forsman & Bodenfors, what made you decide to go freelance in 2018?

Johan: I needed a big change. My time at Forsman & Bodenfors was quite amazing, and I felt like moving to another agency would just be the same thing, but worse. Going solo felt exciting.

JK: Walk us through your creative process – how do you approach developing a concept, whether it’s for a brand campaign or a screenplay?

Johan: I try to be playful all the way and keep a light touch. As soon as I get too serious, the process gets infected. I like to keep sessions short and frequent. To get a good night’s sleep between sessions does wonders.

JK: What makes a piece of copy or a creative concept truly effective?

Johan: It’s usually a good sign if an idea feels great, but also just a little weird or wrong. Without the weirdness, it’s probably not interesting.

JK: How do you approach finding the right tone of voice for different clients and projects?

Johan: I start with headlines and endlines, usually together with a creative partner. After that, I just start writing. If I’m lucky, there’s good stuff in there somewhere.

JK: You’ve helped develop Noerd’s own tonality – what was that process like?

Johan: Like so often with Noerd, very simple. I had really waited for a company like Noerd to pop up so I had already written most of it in my head.

JK: What’s a recent project you worked on that you’re particularly proud of?

Johan: I’m really happy with The Bäär. There was so much in that project that could have gone wrong, but it didn’t.

JK: How closely is storytelling in advertising and storytelling in film connected?

Johan: A good scene needs a good idea and to have a clear forward momentum. Apart from that, I find it quite different. Advertising is really about reducing stuff and making everything as short and effective as possible. With trying to get my first movie made, it’s the other way around. I have to work against my instinct to tell the whole story in 15 seconds.

JK: What’s an upcoming trend you’ve witnessed in your work that you think will soon be more widespread?

Johan: I’m really waiting for the big budget 6 second ads to become a bigger thing. If we all agree that short formats are the way to go, why not invest more in them and make something great? I would love to see someone book an expensive celebrity and only use them for 6 seconds.

JK: Is there a former trend in your industry that you wish would return?

Johan: I do miss the great magazine print, and I think it’s such an underrated medium. You don’t get huge crowds obviously, but magazines have the advantage that the reader is focused and relaxed. I have bought three cars in my life, all of them largely because of print ads.

JK: And one you wish would go away?

Johan: Unskippable ads longer than 10 seconds.

JK: What or who most inspires you, currently?

Johan: I consume a lot. I read a lot. TikTok, books, movies, video games, magazines. I am a strong believer in exposing yourself to as many different things as possible.

JK: Who would you love to collaborate with?

Johan: I would very much like to write something together with Dan Harmon, in my opinion the world’s best comedy writer. Emma Stone in a role, she’s amazing. In advertising, my dream director is Michel Gondry.

JK: Outside of your own, which talent would you most like to have?

Johan: If I could sing I would quickly become quite a problem.

JK: Are there any further creative territories you’re hoping to explore?

Johan: Writing for a videogame. I would be perfect for that.