Behind the Screen With Jesse Pollock, 2025
Being a public person is honestly a mix of good and challenging moments. A lot of times, people judge you based on what they see online: your appearance, short clips, headlines, or even your religion. But that’s only a small part of who you are. They don’t see your personality, your intentions, your private life, or the things that matter most to you. And sometimes that can be frustrating. You learn pretty quickly that you can’t control what people think. What you can control is staying true to yourself and remembering who you are beyond the public image. It teaches you to have thicker skin, but also to stay grounded.
In “Behind the Screen With Jesse Pollock”, the face of BarDown, Jesse, shares his story in his own words, opening up about identity, perception, and the person behind the public image.
For this project, I wanted to explore what it means to be a public person and how people are often judged based on what they see online. I was interested in showing the difference between a public image and the real person behind it.
This was my very first time doing an interview, so I spent a lot of time thinking about the questions beforehand. I wanted them to feel thoughtful and open, allowing Jesse to share his experiences and reflect on identity, perception, and life in the public eye. During the interview, my goal was to create a comfortable conversation where he could speak honestly in his own words. Through this process, the project developed into a personal story that gives a deeper look at the person behind the public image.
🎬 Production, filming, interview direction & editing: Emelie Ferm
Simon and Emelie sprinkles love worldwide
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
Protini™ Vodka Beverage
Recently, I was asked to work with Protini™ Vodka Beverage to create social media reels as they are in the early stages of building their brand. The goal was to develop engaging content that could introduce the company and attract potential customers and followers online.
My role involved brainstorming ideas for posts, thinking about how the brand should present itself visually and through messaging, and helping shape content that would work well across different social media platforms. This included planning posts that highlight the startup’s products or services, and overall story in a way that feels authentic and engaging.
This is a collaboration that has just started, and working on this allows me to contribute creatively while also thinking strategically about how social media can help a new business grow its presence and connect with its audience.