Wême Studio
Creative Director and
on-set Art Director
MATHILDA LJUNGBERG
Brand Strategy / Social Media / Creative Direction
CREATIVE DIRECTION
IN-HOUSE GLOBAL CREATIVE | SACHAJUAN
THE CHALLANGE
As I stepped in as Social Media Manager at SACHAJUAN in 2022, the brand identity felt dated and disconnected from consumers, resulting in stagnant digital engagement. The brand was positioned as premium haircare, but the visuals did not match the high product technology, innovation and premium price- point.
THE PIVOT
I saw an opportunity to build the channels around content the brand could own, scale and continuously improve. My vision was to strengthening the premium brand positioning, highlighting the product
innovation and core philosophy of SACHAJUAN in a contemporary way. I pitched a visual re-brand to the founder and CEO that re:positioned the brand from ‘Simplified Haircare’ to ‘Algae Bioscience Haircare’. I successfully secured buy-in, took ownership of the global visual identity and implemented the new creative strategy, translating brand strategy, positioning and ambition into a coherent visual world across EMEA, North America and APAC. To regain control over visual identity and coherent brand communication, I moved the creative function from externally led content productions towards an in-house production model. I developed channel specific content strategies across social media, e-commerce, PR, retail and events, while establishing clearer direction, workflows and publishing structure.
THE SOLUTION
The new creative framework became a foundation for a broader global visual rebrand and a new way of working across the business, delivering platform-native creative within a premium brand world.
As a result of my initiative and understanding of the brand, I was promoted to Creative Content Manager, working alongside the Founder and CEO to lead and transform the visual creative direction globally.
HIGH-IMPACT CREATIVE EXECUTION
I decreased production costs by 66% while asset-generation efficiency increased by 10x, enabling high volume production with improved quality output. The creative strategy transformed SACHAJUAN’s social channels from a low-activity function into a commercially significant organic growth platform.
Creative Direction / Concept / Moodboard / Brief / Production / Edit and Grade / Development / Commercial Strategy / Team Management / On-Set Art Direction / Post-production / Reviewing (selection, lighting, colour, framing, sound, grade, retouching) / Delivery
BEFORE
AFTER
DIRECTION – EDITORIAL IMAGERY & PRODUCT CAMPAIGN DEVELOPMENT
HAIR BONDING BOOSTER
I led Creative Direction of the full campaign development, from product innovation to visual storytelling and delivery.
Concept / Moodboard / Brief / Production / Creative Direction / Reviewing (film selection, lighting, colour, framing, sound, grade, SFX) / Delivery
GROOMING
I led creative direction from concept development to Art Direction, postproduction review and final delivery. Responsibilities including:
Concept / Moodboard / Brief / Production / Creative Direction / Image Reviewing: Lighting, colour, framing, sound, grade, retouching / Delivery
MOODBOARD AND BRIEF DEVELOPMENT
For the Hair Bonding Booster launch, my vision was to translate the product's scientific and technical proposition into a premium visual world inspired by laboratory environments, including references to light boxes, microscope focus adjustments, speed ramping and detailed elements used and experienced in a lab environment. The concept used light, sound, texture, composition and movement to communicate innovation while retaining SACHAJUAN's refined aesthetic.
Concept / Moodboard / Brief / Production / Creative Direction / Reviewing (film selection, lighting, colour, framing, sound, grade, SFX) / Delivery
MOODBOARD AND BRIEF DEVELOPMENT
For the grooming relaunch, I developed a clean visual direction focused on the materiality of the packaging, product differentiation and the relationship between shape and performance. As the grooming products (Hair Wax, Hair Paste & Fibre Paste) delivers texture, grip and shape, I played with the performance enhancement in product placement, set design, movement and lightning. Creating shape around hard materials and textures.
Concept / Moodboard / Brief / Production / Creative Direction / Image Reviewing: Lighting, colour, framing, sound, grade, retouching / Delivery
DIRECTION – PRODUCT IMAGERY
DIRECTION – VIDEO & SOCIALS
FROM 265 TO 70K AVERAGE VIEWS
THE CHALLANGE
As the new creative strategy improved premium brand recognition across web, retail and b2b markets, the editorial still imagery and product campaigns was not generated for social media platforms.
THE PIVOT
The goal was to be platform-native, moving away from traditional, product-focused content toward an organic, consumer-first program, utilizing social media trends and UGC format styles without compromising brand equity.
THE SOLUTION
I developed a repeatable hairstyling content framework designed to combine TikTok-native storytelling inspired by GRWM and hairstyling tutorial trends with SACHAJUAN's premium visual identity. The content balanced education, transformations, and trend behavior while maintaining a highly recognizable, editorial brand world. I designed an operational framework to script, prep, and batch-shoot several months worth of editorial content in a single day. I planned the full production - from building a production team, localising studio, renting lighting and equipment, scouting models and coordinating product delivery to set, to art directing the shoot on set in London.
BUSINESS IMPACT
While previous editorial brand productions cost upwards of 300K SEK for just 3 videos and 10 images, this delivered 40+ premium assets for just 100K SEK, slashing production costs by 66% while increasing asset-generation efficiency by over 10x.
The Creative Concept scaled average organic views from an average of 265 to 70,000 views per video, with peak videos hitting 350K views at a 6% engagement rate.
Concept / Creative Direction / Project Lead / Video Production / Model Casting / Styling / Lightning / Music and Sound / Editing and Grade
FILM DIRECTION & CREATIVE BRAND STORYTELLING
SACHAJUAN PRESENTS
Discover the full episodes at SACHAJUAN’s Instagram.
THE VISION
In 2022, I identified an opportunity to introduce a more human and culturally relevant layer to SACHAJUAN's social storytelling. I developed SACHAJUAN Presents, a mini-documentary series filmed across London and Paris featuring four different artists and creatives. Rather than centring the product, the series connected individual stories of creativity, craftsmanship and self-expression to the brand's heritage and point of view.
THE SCOPE
With a limited budget, I led Creative Direction and owned full project management, from concept, idea, brief and mood board to production planning, talent scouting, external agency management, film direction, and film production planning - from individual episode storyline, camera direction, scriptwriting and interview preparations, to postproduction review, film editing, grading and distribution. Translating the strategic idea into a repeatable editorial format for social.
IMPACT
10X organic engagement on Instagram with audience comments such as “Can I Watch This On Netflix?”. The series expanded the role of social from product distribution into brand storytelling and cultural connection, influencing brand trajectory in the lifestyle and beauty space.
Concept / Storytelling / Creative Direction / Production / Film Direction / DoP / Sound, Music & SFX / Project Lead / Talent Casting / Agency Management / Location & set coordination / Lightning / Editing, Colour & Grade / Budget Management / Copy & Layout / Deliver
BRAND EXHIBITION, FASHION SHOW & SPATIAL STORYTELLING
SCOPE
Led creative direction, spatial storytelling and visual design of the SACHAJUAN’s 20th Anniversary at Grand Hôtel Stockholm. My role was to lead the full performance, from digital screens, fashion show and show production to storytelling framework and visual experience across the exhibition space.
I owned the live performance experience from concept development through on-site delivery, shaping the overall mood, storytelling and digital content before translating the creative vision into venue design, exhibition space, lighting, music, run-of-show and runway choreography.
PRE-PRODUCTION TO ON-SITE LEAD
Pre-production included full direction of brand content, digital screens, sound, lightning and visual storytelling across exhibition space and a two hour live performance. On-site, managed the live schedule and backstage flow, including lightning, sound and show teams and models, appearances on stage, dancers and guest, making real-time decisions on pacing, timing and performance delivery to ensure the show ran seamlessly.
MUSIC VIDEO & OOH ACTIVATION
BRAND CAMPAIGN
Partnered with the CEO and external production team to execute and deliver the SACHAJUAN ‘IN MOVEMENT’ x KIMCHII Brand Campaign 2022, across digital, social, OOH, and web, bringing the conceptual idea to life. The brand campaign was shaped to celebrate movement, expressive freedom, affinity and joy.
POST-PRODUCTION AND FINAL DELIVERY
IAs I stepped in at SACHAJUAN in mid-project in May 2022, my role was to assist the team on the post-production process, including logging, selecting shots, assembly cut, refine grading, speed, transitions, sound and edits, as well as editing variants for all channels and market needs. I also managed the campaign roll out on social media channels and OOH across Stockholm, Dubai and Abu Dhabi.
AI & Creative Workflows
I use AI as an extension of my creative and strategic practice, from visual exploration and concept development to workflow design and process optimisation.
Using generative image tools such as Midjourney, I develop early-stage concepts, visual prototypes and creative briefs that make ideas tangible, helping translate strategic thinking into a clear visual direction before production begins.
Beyond image generation, I continuously explore emerging tools and AI-enabled workflows to understand their practical applications. In 2025, I dedicated several months to exploring n8n and building AI workflows, developing a deeper understanding of AI integration, automation and how different tools can work together.
Through my consultancy, I also advise founders and CEOs on AI implementation, creative workflow structuring and process optimisation. My approach is grounded in identifying where AI can genuinely add value, based on a business's needs, existing processes and objectives, rather than adopting technology for its own sake.
The focus is always on applying the right tools to the right problems, combining creative judgement, strategic thinking and technical understanding to work smarter without compromising the quality of the outcome.
BRAND STRATEGY
Creative UI Development & Brand Identity
THE CASE
Developing the creative direction for Sprida, an early-stage AI advertising platform, translating complex technology into accessible visual storytelling and a more intuitive brand experience.
THE CHALLENGE
Before my involvement, Sprida’s interface was technically oriented, with a complex user experience that spoke more to a tech audience than to marketers looking for a practical solution to their advertising workflows. The challenge was to make the product easier to understand and more appealing to potential customers through relatable visual storytelling, a cohesive brand identity and a more intuitive interface.
THE PIVOT
Within 24 hours, I developed an initial brand concept, refining the logo, colour palette, visual direction and interface structure. The concept reimagined how Sprida could communicate its value through a more intuitive, customer-focused experience. Presented alongside the existing interface, the draft helped visualise the direction and secure stakeholder buy-in.
THE DELIVERY
Using Midjourney, I developed conceptual imagery for a beauty brand to demonstrate how advertising creative could be adapted and distributed across platforms, formats and channels. I then translated the concept into a cohesive digital experience, developing UI layouts, typography, colour systems, imagery and visual compositions in Figma.
The project has since progressed into the design of landing pages, product pages, galleries and reusable interface formats. The goal is to deliver a complete design foundation that Sprida can integrate into its app, connecting the brand experience with the functionality of the product.
BRAND STRATEGY
Sprida
Dogfather
SACHAJUAN (inhouse)
A FEW CASE STUDY HIGHLIGHTS
WebbdesignUI/UX, Brand Design
Sprida
Shaping and designing the full visual brand identity for the startup, launching the business with an established brand position and GTM strategy.
Brand & Social Media Strategy
Dogfather
Establishing a brand narrative, visual identity and social media strategy, collaborating with the founder and external partners to launch and market.
30-day Social Media Optimization
Changdobels
Redefining the creative strategy to activate the premium local brand and coaching internal teams to discover, design and present new commercial ideas.
GTM Social Media Strategy
Lalaplants
Leading the launch, social media, campaign and GTM strategy of the startup, evoking the scientific nature of the brand.
SOCIAL MEDIA
FROM CREATOR TO GLOBAL BRAND LEADERSHIP
My career began in 2016, building an independent audience across YouTube, Instagram and TikTok. As contracted talent with YouTube network SPLAY, I developed my own channels and partnered with fashion, beauty and lifestyle brands, including Juicy Couture, Pinterest, Xlash Cosmetics and KICKS.
In 2021, I became Xlash Cosmetics’ top-performing TikTok creator, generating 100K–300K organic views per video. This early experience shaped my understanding of audience behaviour, creator partnerships and what makes social-first content resonate.
I went on to work with startups and emerging brands, developing social media strategies and creative direction from the ground up. For Lala.Plants, I built a visual storytelling framework that generated 1.4M+ organic profile visits in the first three months from launch, with zero media spend.
At SACHAJUAN, I brought this creator-first perspective into global brand leadership, overseeing creative direction, social media strategy and content production across international markets. I developed a scalable TikTok production framework that grew average organic views from 265 to 70K per video, turning platform-native storytelling into a repeatable approach to brand growth.
Today, as founder of Wême Studio, I bring both perspectives together. I advise founders and CEOs across beauty, fashion and tech on creative direction, brand strategy, social media and growth, combining an understanding of what captures attention with the strategic and operational experience to build and scale brand channels.
FROM AVERAGE 265 TIKTOK VIEWS TO 70,000
BUSINESS IMPACT
The creative pivot led to a 35% increase in social-to-ecommerce click-through rates. The organic Social Media Engagement increased 3x on average, with individual campaigns such as SACHAJUAN Presents generating 10x engagement. Under my leadership, the Instagram following increased with 26,43%, from 31,4K to 39,7K followers.
My creative strategy and art direction, with concepts such as the Hairstyling framework, scaled average organic views from an average of 265 to 70,000 views per video, with peak videos hitting 350K views at a 6% engagement rate.
BEFORE
AFTER
STRATEGY
Brand positioning, creative strategy, social strategy and the priorities that give your team a clearer direction.
CREATIVE DIRECTION
From campaign concepts and visual worlds to content, shoots and digital experiences, I turn strategy into creative that people can actually see and feel.
SYSTEMS
Creative frameworks, content systems, workflows and tools that make better work easier to produce consistently.
CAPABILITY
Hands-on collaboration and coaching that gives your internal team the confidence and context to carry the work forward.
One senior partner. Different problems. One connected approach.
Why Wême?
Because your brand shouldn't need an agency to function.
The digital landscape moves quickly. New platforms emerge, customer behaviour changes and the volume of content expected from brands continues to grow. Yet many businesses respond by adding more external partners, more production and more layers between the brand and the people actually running it. The result can be a lot of activity without enough ownership. I believe there is another way.
Wême sits between doing everything yourself and outsourcing completely. I bring senior strategic thinking, creative direction and commercial perspective into your business, then work closely with your team to build the capability to carry it forward. I give you the strategy, the system and build your team's ability to execute it.
I don't believe in handing over a strategy and disappearing. And I don't believe in making myself indispensable. I believe the best consultancy leaves the client stronger than it found them. That means clearer strategy. Better creative decisions. Stronger internal processes. And a team that knows how to keep building.