# Gabriel Tiedtke

> Gabriel Tiedtke is a brand and creative director based in New York, with roots in Stockholm. Senior Creative Director at Yubico since 2021, leading brand, retail and design operations for the company behind the YubiKey. Previously art director, director of photography and content creator at The Amazing Society (2017—2021), and a freelance director and cinematographer (2014—2017) for clients including Warner Music, Björn Borg and TUI Group.

- Current role: Senior Creative Director, Yubico (2021—now)
- Based in: New York, NY (roots in Stockholm, Sweden)
- Website: https://tiedtke.se/
- Email: gabriel@tiedtke.se
- Instagram: https://www.instagram.com/gtiedtke/
- LinkedIn: https://www.linkedin.com/in/gabriel-tiedtke/
- imdb.com: https://www.imdb.com/name/nm6492668/

## In my own words

Global brand and creative leader with a decade of experience spanning in-house, agency, and independent work. I turn ambiguity into clear brand systems, strong creative direction, and measurable business results. By pairing conceptual thinking with operational discipline, I build the foundation behind high-performing work; helping teams move faster, scale smarter, and maintain a high standard of craft.

My background looks broad on paper; brand systems, campaigns, music videos, publishing, editorial, production. However, the thread running through it is simple: I like bringing clarity to ambitious work. Over time, that evolved into brand leadership: shaping identities, strengthening how creative teams operate, and creating the conditions for work that succeeds, both visually and commercially.

I work where strong creative judgment meets structure. Not structure for its own sake, but the kind that helps better work happen—clearer brands, smarter systems, sharper rollouts, fewer bottlenecks, and more space for the idea to hold up in the real world.

Roots in Stockholm. Based in New York.

## What I do

- Brand Systems: Building identity systems, brand architecture, and rollout frameworks that make brands clearer, more consistent, and easier to scale across teams, channels, and global markets.
- Creative & Production: Leading campaigns, content, and visual worlds with a focus on strong judgment, clear storytelling, and work that feels both culturally tuned-in and commercially effective.
- Design Operations: Creating the infrastructure behind the work—workflows, enablement, and decision-making systems that help teams move faster, reduce friction, and deliver consistently without lowering the bar.

## Track record

- 2021—now: Senior Creative Director, Yubico. Brand, retail and DesignOps for the company behind the YubiKey.
- 2017—2021: Art Director, DoP, & Content Creator, The Amazing Society. Social-first campaigns for Jernhusen, Bixia, OBH Nordica, Tefal, Mylan and more, and the production setup behind them.
- 2014—2017: Director & Cinematographer, Freelance. Music videos and commercials for Warner Music, Björn Borg and TUI Group.
- 2016: Film, top grades in every course, Stillerska Filmgymnasiet

## Recognition

- 2021: Speaker, Novemberfestivalen. A 45-minute talk on why the message matters more than the title, after creating that year's festival campaign.
- 2020: Best Cinematography, Novemberfestivalen. Colorist on Jag vill se Gällivare brinna, one of its five awards.
- 2019: The Reality Check. Co-initiated and produced an open tool that lets agencies audit who gets represented in their advertising.
- 2018: Guldvågen: Sweden's most gender-equal agency. Awarded to The Amazing Society. I was a founding member of the inclusion committee behind it.
- 2013: Best Short Film, Filmgala Norr. For Morning Coffee.

## Skills

Strategy & Leadership, Brand Strategy, Architecture, Go-to-Market, Executive Communications, Global Team Leadership, Cross-Functional Partnership, Art Direction, Integrated Campaigns, Retail & Packaging, Content Strategy, Directing, Cinematography, Color Grading, Photography, Post-Production, Design Operations, Workflow Automation, SLA Frameworks, Resource Management, Financial Scoping, AI Enablement, DAM Governance

## Clients

SEB, YubiKey by Yubico, Sony Music, UNHCR, Adidas, H&M, Huawei, King, Netflix, Nordic Swan Ecolabel, Tefal, Warner Music Group, Yubico, 7-Eleven, Jernhusen, LG, Skanska, Sveriges Radio, Voi, Björn Borg

## Selected work

- [YubiKey — Branding, Retail launch](https://tiedtke.se/work/yubikey/index.html.md): Yubico's first retail packaging and in-store program, built on the YubiKey wordmark I designed and a packaging concept, “the insert”, that shows how the key works to someone who has never seen one. (Yubico, 2024—2026)
- [Copy/Paste — Campaign](https://tiedtke.se/work/copy-paste/index.html.md): A station-wide campaign for Jernhusen at Stockholm Central and Cityterminalen: buy something at the station and get a copy of it for free. (Jernhusen, 2021)
- [Jag vill se Gällivare brinna — Short Film](https://tiedtke.se/work/jag-vill-se-gallivare-brinna/index.html.md): Color grading for André Vaara's award-winning short about two teenage boys, one endless summer night, and the town they'd like to see burn. (André Vaara, 2019)
- [Yubico — Brand Refresh](https://tiedtke.se/work/yubico-brand-refresh/index.html.md): Leading the evolution of the Yubico brand: an evidence-based brand strategy, a clear architecture between Yubico and YubiKey, the 2026 brand guidelines, and the design operation that keeps it all running across North America, Europe and Asia-Pacific. (Yubico, 2021—2026)
- [EndZap — Campaign](https://tiedtke.se/work/endzap/index.html.md): A campaign for EndZap, Mylan's at-home skin tag remover, built to travel across markets: film, print and in-store materials around one idea: your body, your call. (Mylan, 2020)
- [Bli en fri sjuksköterska — Book](https://tiedtke.se/work/bli-en-fri-sjukskoterska/index.html.md): Art direction and design for Milo Bescher's book about taking control of your nursing career. A niche professional title that turned into a sell-out. (Milo Bescher, 2022)
- [Jernhusen — Retainer](https://tiedtke.se/work/jernhusen/index.html.md): Ongoing art direction, photography and film for Jernhusen, the company behind many of Sweden's biggest railway stations, including Stockholm Central. (Jernhusen, 2017—2020)
- [Bixia Besöker Bonde — Campaign](https://tiedtke.se/work/bixia-besoker-bonde/index.html.md): Bixia's first national campaign in ten years: a documentary series about the farmers who produce its locally generated electricity. Eight films, two seasons, zero celebrities. (Bixia, 2019—2020)
- [Lyssna — Campaign](https://tiedtke.se/work/lyssna/index.html.md): Sveriges Radio's 2021 brand campaign about what listening does for us: helps us understand, feel, and come a little closer to each other. I edited and graded the films, from the 30-second spot to the six-second social cuts. (Sveriges Radio, 2021)
- [I Bet Zlatan — Campaign](https://tiedtke.se/work/i-bet-zlatan/index.html.md): Social content with Zlatan Ibrahimović for Bethard, built on three words everyone uses and nobody hears as betting: “I bet you can't.” (Bethard, 2019)
- [Warner Music — Music Videos](https://tiedtke.se/work/warner-music/index.html.md): Music videos for Warner Music artists, from Dr Kärlek's body-positive summer anthem “Fin i Bikini” to Josef Sedraïa's Midnattssolens Land, shot on location in Iceland. (Warner Music, 2015—2020)
- [Make Main Character Moments — Campaign](https://tiedtke.se/work/make-main-character-moments/index.html.md): The 2021 campaign for Novemberfestivalen, Sweden's national short film competition for filmmakers aged 16 to 26: a new tagline, the festival vignette that opened every screening, and five trailers for social. (Novemberfestivalen, 2021)
- [Pendlande Känslor — Campaign](https://tiedtke.se/work/pendlande-kanslor/index.html.md): An autumn campaign for Jernhusen about the ups and downs of commuting (“Pepp! Depp. Pepp!”), running across Stockholm Central, social and print. (Jernhusen, 2020)
- [Svana — Campaign](https://tiedtke.se/work/svana/index.html.md): YouTube films for Svana, the campaign that turned the Nordic Swan Ecolabel into a verb, in three versions co-branded with Länsförsäkringar, JM and Marbodal. (Svanen, the Nordic Swan Ecolabel, 2020)
- [Björn Axén Tools — Product Line Launch](https://tiedtke.se/work/bjorn-axen-tools/index.html.md): Launch films for Björn Axén Tools, the grooming and styling range OBH Nordica developed with the hairdressers at Björn Axén: the Beard and Hair Trimming Kit, Genius Curler, Magic Style Brush and the Hair Respect series. (OBH Nordica × Björn Axén, 2020—2021)
- [Inte en reklamfilm — Campaign](https://tiedtke.se/work/inte-en-reklamfilm/index.html.md): A 60-second film for the MSC ecolabel that opens by denying it's an ad at all: “Det här är inte en reklamfilm” (this is not a commercial). It's a call to choose MSC-labelled seafood and keep the oceans alive. (MSC, the Marine Stewardship Council, 2020)
- [7-Eleven — Retainer](https://tiedtke.se/work/7-eleven/index.html.md): Always-on social film for 7-Eleven, from POV spots like “Go. Eat. Play.” to “Mer än bara korv”, a recurring series hosted by the people who actually work in the stores. (7-Eleven, 2018)
- [Groupe SEB — Retainer](https://tiedtke.se/work/groupe-seb/index.html.md): Always-on photo and film for Groupe SEB's Nordic brands, OBH Nordica and Tefal: product launches, recipes, cinemagraphs and social cut-downs, month after month. (OBH Nordica & Tefal, 2020—2021)
- [Världens Smaker — Commercial](https://tiedtke.se/work/varldens-smaker/index.html.md): Campaign film for Valio's Världens Smaker, a new yogurt range with flavors named after places like the Caribbean, Thailand and Indonesia, made to bring a sense of travel into the supermarket. (Valio, 2019)
- [BMG — Music Videos](https://tiedtke.se/work/bmg/index.html.md): Music video direction for BMG: Charla K's “Should'a Let Me Go”. (BMG, 2017)
- [Blooming Coffee Maker — Commercial](https://tiedtke.se/work/blooming-coffee-maker/index.html.md): Launch film for OBH Nordica's Blooming, the first coffee maker in the Nordics with a blooming function: it soaks the grounds before brewing to release the gases that make coffee taste sour. (OBH Nordica, 2020)
- [Kerr Jollof — Book](https://tiedtke.se/work/kerr-jollof/index.html.md): Photography for Isatou Jones' cookbook Kerr Jollof: West African food in Swedish. (Isatou Jones, 2019)
- [Nadri — Content](https://tiedtke.se/work/nadri/index.html.md): Short social films for the jewelry brand Nadri: 23 looks, edited so every earring, ring and bracelet catches the light, and delivered for every feed. (Nadri, 2024)
- [Viktor Frisk — Vlogs](https://tiedtke.se/work/viktor-frisk/index.html.md): Editing YouTube vlogs for Viktor Frisk, the singer and influencer from the pop duo Samir & Viktor: his 2019 summer tour, and branded content for Arla. (Viktor Frisk, 2019—2020)

## Kind words

Quotes from colleagues, clients and strangers online, kept anonymous on purpose.

- “I used to work at Adobe. We worked with an agency and I've never worked with anyone that I think is better than you are.” (Stakeholder, 2026)
- “This is absolutely awesome, Gabriel. There will be cheers and tears in the room when this is played…” (A film for a company event, VP of design, 2023)
- “I'm standing in the airport right now watching this and got chills through my body! Amazing job!!!” (A film for a company event, Stakeholder, 2023)
- “The packaging is amazing on these” (The YubiKey packaging at Best Buy, Reddit user, 2025)
- “Just another brilliant idea you have… Must be hard to keep your ego in check with all the brilliance all the time.” (Colleague, 2026)
- “I just watched the video, and it is really impressive! The pacing, the editing, soundtrack is all top flight.” (A customer story film, 2024)
- “Gabriel, it's beyond!!!!!!” (The Nadri films, The client's photographer, 2025)
- “You have pushed the boundaries of the brand and style of videos, every video keeps getting better and better!” (Brand video work, 2024)
- “Truly a stunning narrative of all that Marketing does to support sales and the company as a whole.” (A sales kickoff film, 2024)
- “actually a good ad for the first time no way” (One of my ads, YouTube commenter, 2023)
- “You've really taken the Yubico brand to the next level.” (Brand work, 2024, Translated from Swedish)
- “I have to say… WOW. … This is so organized and thought out.” (A planning spreadsheet, Project manager, 2023)
- “I think this is the prettiest spreadsheet I've seen in my life. Super helpful as a reference.” (Production spreadsheet, 2024)