WHO AM I?
I was born and raised in the Swedish countryside. I grew up surrounded by nature, creativity, and a sense of independence, shaped by being the only girl among four brothers. My mother once told me, “Sometimes you’ve got to risk getting your heart broken, because the what-ifs will break you even more.” It’s a sentence that’s stayed with me my whole life. Ever since, I’ve tried to live without the what-ifs—choosing curiosity, courage, and possibility over regret.
Alongside my studies and career path, I spent more than six years working as a coach for individuals with special needs. It taught me patience, empathy, and what it really means to support someone in their growth. That experience shaped my understanding of communication, listening, and meeting people where they are, skills that influence every part of how I create and collaborate today.
I studied E-commerce Management in Sweden, where I discovered my interest in understanding people, brands, and the strategy behind digital experiences. Working at a marketing agency was exciting and fast-paced, and I loved being part of a team that helped ideas come to life. But even with all the strategy and structure, I felt a pull toward something more creative, something that let me express ideas rather than just analyze them.
So I followed that instinct. I’m now studying Media Communications at Humber Polytechnic in Canada, exploring storytelling, visual communication, and digital production. This path has helped me reconnect with the creativity I missed, while still embracing my love for strategy and thoughtful problem-solving.
I care deeply about helping brands communicate who they are in a way that feels real, intentional, and human. I want to create work that not only looks good, but also says something meaningful. For me, the most fulfilling projects are the ones where ideas, design, and purpose come together to create something that truly resonates.
“Sometimes you’ve got to risk getting your heart broken, because the what-ifs will break you even more” – My Mother ❤️
The first time I visited Toronto, I went to the Hockey Hall of Fame with one person in mind, my best friend Simon. Simon is autistic, and hockey has always been a source of pure joy for him. The Boston Bruins are his favourite team, so I picked up a Bruins puck for him, and my Canadian partner found a Bobby Orr jersey, small gestures meant simply to make someone I love happy.
When I returned to Sweden, I surprised Simon with the gifts. I recorded his reaction, not for attention, but to show my partner the happiness we’d hoped to create. My partner later shared the video, and unexpectedly, it spread far beyond us. It went viral.
Soon after, the Boston Bruins saw the video. Even more unreal, Simon’s biggest idol, Swedish goalie Linus Ullmark, saw it too. Simon received a care package from the team, and through a friend of mine in Sweden, who is both a goalie coach and a friend of Linus, Simon also received a personal video message from Linus.
When I surprised Simon again, this time with all of that, it was emotional, human and REAL. I recorded that moment as well, and once again, the video travelled far beyond our circle. Millions of people around the world saw it.
For me, this experience was never about views or virality. It was about connection, empathy, and the power of small, thoughtful actions to create something meaningful. It reminded me why communication matters, why stories resonate, and why authenticity is always stronger than performance.
There is more to this story, and more still unfolding. For now, I’ll let the moments speak for themselves.
Link to the article on NHL’s website: LINK