Branding, Retail launch
BRAND,FILM &CREATIVE DIRECTION — Gabriel Tiedtke
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.
TLDR: Strategic clarity, high standards.
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.
Selected works 2015—2026
What it is
What I did
24 projects
Campaign
Copy/Paste
Brand Refresh
Yubico
- Client
- OBH Nordica × Björn Axén
- Agency
- The Amazing Society
- Year
- 2020—2021
- Medium
- Video
- Roles
- Directing, Cinematography, Editing
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.
The Challenge
Hair tools are a crowded shelf full of near-identical promises. This range had a real story, developed with working hairdressers at one of Sweden's best-known salon brands, and every film had to make that credibility visible. The range spanned men's grooming and women's styling, and each film needed versions for OBH Nordica's own channels, for retailers like Lyko, and for more than one Nordic market.
The Approach
I directed, shot and edited the launch films and kept the camera where a hairdresser's eyes would be: close on the hands, the texture, the result. The beard kit got a moody, barbershop-mirror look; the styling tools got soft daylight and real movement. Everything was shot in Log and graded in DaVinci Resolve, which is where skin and hair get that expensive, true-to-life finish (the split-screen and the before-and-after show the difference). For the next launch, Ultimate Experience, I wrote a treatment built on macro and practical light effects: fan blades turning into hair in the wind, heat bending light, the camera falling through a perfect curl.
The Outcome
One consistent, salon-grade look across the whole range, from grooming to styling, delivered in versions for OBH Nordica's own channels, retail partners like Lyko, and the Swedish and Danish markets.
Watch · 3 films
Book
Kerr Jollof
Kind words
Don't take my word for it.
“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.”
Stakeholder2026 “This is absolutely awesome, Gabriel. There will be cheers and tears in the room when this is played…”
A film for a company eventVP 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 eventStakeholder · 2023 “The packaging is amazing on these”
The YubiKey packaging at Best BuyReddit user · 2025 “Just another brilliant idea you have… Must be hard to keep your ego in check with all the brilliance all the time.”
Colleague2026 “I just watched the video, and it is really impressive! The pacing, the editing, soundtrack is all top flight.”
A customer story film2024
Manifesto
Sharp taste. Clear systems. Less chaos. It's not just the work. It's the machine behind the work. Build the conditions for work that sticks. Creative direction is easier to admire than to operationalize. Some people make things look good. I'll also make things work well.
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.
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.