I’m Max, a Swedish art director based in Dubai. I work with images, films and websites, bringing together the things I’ve always been drawn to: storytelling, fashion and beauty.

Straight out of high school, I started an interior decoration business with my family. We ran it together for over ten years. Colour, shape and presentation were part of everyday life, long before I called it art direction.

Two years studying art direction gave me room to explore what had always interested me: how you combine things to tell a story and make someone feel something. Websites became my favourite place to bring those ideas together.

After graduation, I went freelance and moved to Mallorca to try the island lifestyle. For a year, I made the island my base, working remotely and exploring what life could look like beyond the familiar.

An opportunity in Dubai brought me to my next chapter as an art director. What I love is the whole process: finding the idea, shaping the story and making it connect with the people it’s meant for, in interesting and unexpected ways.

AI became part of that process naturally, giving me new ways to bring ideas to life. Film is one expression of it. The part that keeps me coming back is watching a concept take shape, from the first thought to the finished piece.