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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.

  • 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 works 2015—2026

What it is
What I did

24 projects

Zlatan juggles a football in his kitchen while pancakes are made
“Juggle a ball while getting pancakes made”
1 of 6
Campaign

I Bet Zlatan

Client
Bethard
Year
2019
Medium
Video
Roles
Directing, Editing

Social content with Zlatan Ibrahimović for Bethard, built on three words everyone uses and nobody hears as betting: “I bet you can't.”

The Challenge

Bethard wanted to use its link to Zlatan to create social content that drove traffic and kept a clear sports-and-betting connection. The catch: Sweden has strict rules on gambling advertising, so the content couldn't look or sound like a betting ad.

The Approach

The answer was a phrase everyone already uses: “I bet you can't.” It let us talk about betting without sounding like we were. Fans challenged Zlatan on social media with their own “I bet you can't…”, and he answered on camera, proving them wrong, or sometimes not.

I directed and edited the responses as a series. Each film opens on the dare in big yellow type, cuts to Zlatan reading it on his phone, and then he takes it on: juggling a ball while his pancakes get made, kicking a football off someone's head, and trying to keep a ball on his chest for 30 minutes, which ends about how you'd expect. Quick, loose, unmistakably Zlatan, and signed off with Bethard's 18+ play-responsibly card every time.

The Outcome

Playful, genuinely two-way content that strengthened the Bethard–Zlatan connection while staying inside the rules.

Watch · 3 films

Charla K – Should'a Let Me Go
Film
Music Videos

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

  1. 2021—now

    Senior Creative Director

    Yubico

    Brand, retail and DesignOps for the company behind the YubiKey.

  2. 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.

  3. 2014—2017

    Director & Cinematographer

    Freelance

    Music videos and commercials for Warner Music, Björn Borg and TUI Group.

  4. 2016

    Film, top grades in every course

    Stillerska Filmgymnasiet

Recognition

  1. 2021

    Speaker, Novemberfestivalen

    A 45-minute talk on why the message matters more than the title, after creating that year's festival campaign.

  2. 2020

    Best Cinematography, Novemberfestivalen

    Colorist on Jag vill se Gällivare brinna, one of its five awards.

  3. 2019

    The Reality Check

    Co-initiated and produced an open tool that lets agencies audit who gets represented in their advertising.

  4. 2018

    Guldvågen: Sweden's most gender-equal agency

    Awarded to The Amazing Society. I was a founding member of the inclusion committee behind it.

  5. 2013

    Best Short Film, Filmgala Norr

    For Morning Coffee.