From early childhood I’ve been fascinated with the crafting of imaginary worlds, and obsessive about the little details that make them believable.

My career includes many years in digital production for advertising and marketing where I got to work with all sorts of technologies, brands, and mediums. For someone interested in almost everything, this was a good place to be. But it wasn’t until the latest renaissance of the extraordinarily multidisciplinary field of Virtual Reality that I felt I had found the home I'd always looked for: The medium that can encompass every other medium, where imaginary worlds can at last be truly inhabited.

I joined Swedish full service production agency Stopp in 2010 and three years later I moved to New York to set up their US east coast presence. Here I got to lead the work on several pioneering virtual reality projects, some of which eventually blossomed into what is now Within where I remained a partner and technical advisor up until the acquisition by Meta in 2023.

In late 2015 Stopp was acquired by MediaMonks, where I was made Global Director of VR. In the summer of 2017 I moved on to Here Be Dragons. A year on, they stepped back from VR/AR and in-house production, prompting me to relocate back to my native Sweden. I was the Chief Strategist for Beyond Frames Entertainment , a parent company of four smaller VR game studios, where I launched multiple VR games across major platforms. I’m now the producer for virtual production and real-time graphics at Important Looking Pirates.

I've spoken about VR at Cannes Lions, SXSW, VRX, Digital Hollywood, AES, Oculus Connect, NAB, and more. I have previously been member of Oculus’ NextGen speaker program and Google’s Daydream Advisory Council.