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
- Jernhusen
- Agency
- The Amazing Society
- Year
- 2020
- Medium
- Video, Photography, Print, Design
- Roles
- Art Direction, Graphic Design, Photography, Editing
An autumn campaign for Jernhusen about the ups and downs of commuting (“Pepp! Depp. Pepp!”), running across Stockholm Central, social and print.
The Challenge
Commuting is an emotional rollercoaster. One minute you're ready to take on the day, the next your train is cancelled and it's raining. Most station advertising pretends that isn't true. Jernhusen's autumn campaign leaned into it instead, and needed a look that felt as human as the idea.
The Approach
The line said it all: “Pepp! Depp. Pepp!”, roughly hyped, deflated, hyped again. I art directed and shot a set of big, unfiltered close-up faces, from sulky to laughing, and built an orange wave graphic that rises and falls through the station like a mood chart. It ran as ceiling banners at Stockholm Central, in print, and as social posts.
The films cut between close-ups riding the same wave, from a sulking commuter to a man laughing out loud and a toddler on the verge of tears. “Korven” plays the whole arc in 20 seconds. A spaniel waits hopefully at Stockholm Central, watches a hot dog hit the floor just out of reach, and sinks into despair, until someone rolls him a ball. It signs off with “Pendlar du – och dina känslor?”, a pun on pendla, which means both to commute and to swing.
Watch · 2 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.