I worked with IQ Initiativet’s editorial team on their always-on content, and I really enjoy content because it allows me to engage with people on a deeper level. It’s fast-paced, always evolving, and requires you to stay on top of trends. What makes it even more exciting is the instant feedback — you know right away if people like it or not. That immediate connection, combined with the opportunity to shift perspectives on smarter alcohol habits, makes the work incredibly rewarding.

Bro Code

A raw, unfiltered series I developed for IQ Initiativet, where young men discuss alcohol, masculinity, and social pressure. Shot on mobile for an authentic feel, Bro Code challenges macho norms and helps guys navigate drinking culture.

Every choice was intentional, from handheld mics for ownership to undertext for inclusion. A stripped-back aesthetic keeps it honest, challenging macho norms and letting guys navigate drinking culture their way.

Ick eller Ok

In Ick or Ok, we brought in TikTok creators @vonsiebert to talk about what’s an "ick" or "ok" in the dating world. Through relaxed and funny conversations, they break down the little things that can make or break a connection, helping us navigate dating with a lighthearted vibe.

We chose vonsiebert because they’re two effortlessly “guy-ish” guys with healthy perspectives and a strong influence

Fullträffen

In Fullträffen, Julianna sits down with a sexologist or relationship expert to explore how alcohol can create romantic moments but also lead to complicated situations. The format includes candid conversations with experts and real-life stories from the target audience, like couples discussing drunk arguments, single friends talking about one-night stands, or guys sharing their thoughts on how to drink to seem more attractive. Filmed in relaxed settings like restaurants and cafés, the format feels authentic and relatable, offering a broad range of unfiltered perspectives.

We create both long-form content for YouTube and shorter versions for TikTok, making it adaptable to different platforms.

Vit månad

For the Vit Månad format, we challenged TikTok creators Edwin and Moa to stay sober for a month. The goal? To explore how their lives and social interactions changed without alcohol while encouraging their followers to reflect on their own habits. Through honest and relatable updates, they shared their journeys, offered a fresh perspective on life without alcohol, and inspired others to join the challenge.

We chose Edwin and Moa because they have strong, engaged communities and a natural way of storytelling. Their authenticity and humor made them the perfect duo to tackle the topic in a way that felt genuine, entertaining, and accessible to a wide audience.