Worked with Absolut Vodka for several years as strategic and creative partner, leading multiple global campaigns and limited-edition launches together with the brand’s internal team and partner agencies.

Served as strategic & creative lead for Absolut Vodka’s global LGBT initiative and limited-edition product. Created the “Absolut No Label” concept, removing the logo from the iconic bottle to express the idea: “In an Absolut world, there are no labels.”.

Copied by Coca-Cola, written about by Naomi Klein in The Guardian, and subject of academic research at Lund University.