Brand & Creative Director | & OTHER STORIES

Rocky is from Stockholm, Sweden. She is a fashion marketer, brand builder and horse lover since many years. She is currently Brand & Creative Director at & Other Stories (H&M Group). She is an entrepreneur at heart with a passion for working in a constantly changing, creative and high pace environment.


1. What was your very first job? 

Horse tour guide: A summer job that turned into a full-time job for a year, directly after graduation. Horses are the best leadership mentors.

2. Please describe, in your own words, what your job is and what work it entails.

My role as Director, Brand & Creative is basically the Marketing Director and Creative Director role merged into one. Which means that I get to work with both Brand- and Business Direction, in how to both be on brand and transactional at the same time. 

3. How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? Was there a train of events that brought you where you are today?

How I ended up here was kind of a coincidence. Went from working with horses, to working on a model agency through a friend, took a full-time diploma education at a Comm. School in Stockholm 15 years ago, loved it and have been heading marketing ever since. 

When running a commercial business, the most interesting part is how to do business out of a brand without losing it´s uniqueness and soulfulness and when I see that the customer is inspired by what we do, that is the best reward ever. 

4. In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?

A rested mind is always more creative. I have four Icelandic horses and an Australian Shepard together with my daughter Tindra and my husband, they and the Hot yoga are my healers. 

On the top list of my other sources of inspiration are the works of Hayao Miyazaki, Cass Bird , Darius Khondji, Magdalena Wosinska, Jonathan Safrans Foers “Everything is Illuminated” and whatever wonderful nerdy sources, where I can learn about the future of tech and brand building.

5. If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation rather than its recognition or industry "success," what would it be?

When it can be both. It is hard to rank specifically, but an example is when we (at & Other Stories) managed to make a successful campaign during one of the most discount driven calendar days and still keep the storytelling and Brand tonality intact.

6. Which creative disciplines do you commission most, and are most interested in seeing more of and why? Which of these disciplines are you most interested in seeing at CONNECTIONS? (i.e. photo, film, production, social, experiential, vr, CGI, animation etc.)

Social and Experiential: when finally manage to return to whatever is the new normal after Covid 19, the ongoing major shift in how we want to combine our physical and digital lives have probably been speeded up years every other month. So how does it look 2021 and beyond?



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