"Try to find what’s unique about you or your brand, and be honest about telling the story behind it. Overdo it, and you might lose the authenticity you’re looking for. In the end, people will know what’s real."
We first met Albin, a Stockholm-based director of photography, during a series of shooting days documenting the birth of a new vodka brand. From his constant attention to capturing even the slightest detail to the way he immediately set a tone of comfort and calm on set, Albin established himself as the guy you want on the other end of the camera. He has the innate humility and quiet confidence of someone who knows his talent and therefore doesn't need to tell you about it.
So it took some time for us to learn of his huge portfolio of work with global brands and music artists, much of which has been accomplished in a relatively short timeframe. His is a story of a hobby turned career virtually overnight, or, at least before he was legally able to drink. We thought it was only right to turn the focus around on Albin, and share his perspective on film, travel and storytelling.
You can follow his travels, see his work and contact him for projects via his site and instagram.
Promotional video for the musical duo Galavant's new song, Lightweight
Tell me how you started shooting professionally? I remember you began very young and quickly established yourself as a director and videographer.
I started out shooting videos of me and my friends skateboarding when I was about fifteen. It became a hobby and I ended up studying film through high school, making short films and trying to learn. After graduating I was starting to get job offers in the small town I’m from (Halmstad, Sweden). Eventually my work gained some recognition, and I started traveling to Stockholm and abroad for larger commercial productions. Things moved pretty quickly, and I moved out to Stockholm where I've been since, working as a Director of Photography in commercials, music videos and short films. I’ve been transitioning into directing as well. It’s exciting, and I’m learning every day, trying to close the gap between my vision and what I’m able to create.
What are you working on right now that you’re most excited about?
There’s a lot going on right now, and I’m currently on the road shooting a number of music festivals around Scandinavia, which is a lot of fun. Great people behind all of the productions. When I’m back in Stockholm I’ll be diving into pre-production for a series of commercials, before getting on a plane to shoot a DJ in southern Europe. What I’m looking forward to the most is to get enough time to start working on a few of my own projects which have been delayed for a while now.
You help your clients tell interesting, emotional stories via video. What's your approach to creating the most compelling content?
My best advice is to tell a real story. Try to find what’s unique about you or your brand, and be honest about telling the story behind it. Overdo it, and you might lose the authenticity you’re looking for. In the end, people will know what’s real.
What idea or emerging trend do you see most impacting video and how people watch/interact with video?
There’s been a trend of individualism seen in video content during the last few years or so, whether in sports commercials or on social media platforms like Instagram/Snapchat. A lot of big directors are already moving away from this, and I’m seeing the next trend perhaps catering more toward values of sharing and collaboration. I’m sure many have seen the trend of fast-consumed video content made for social media. I’d like to see this fade away to some extent, leaving room for content that digs a bit deeper than the one-minute-videos of Instagram.
During a shoot for the (now retired) Avicii
If you could spend a week anywhere on earth, where would you go?
I just spent a week in Iceland, and would love to go back. Going there has been on my list for some time and I was quite enchanted after visiting. Incredible landscape, humble population, thrilling history if you’re interested. There’s an Icelandic saying that goes “If it’s raining, wait fifteen minutes and it’ll be sunny. If it’s sunny, wait fifteen minutes and it’ll be snowing”. The not-entirely-great weather has made the people of Iceland paint their houses in bright colors, and the capital city of Reykjavik is full of colorful street art. I really enjoyed this.
What are your must-have travel items to stay sane/fresh/happy?
Camera - I carry a small Fuji digital camera or a 35mm film camera whenever I can. I like to bring a camera for everyday things. I'm also trying to keep my photography on point, and while doing more directing work I have longer gaps between actual shoots.
Headphones - Besides letting me listen to music and podcasts, they also act as a double for earplugs when sleeping on flights.
Friends - This isn’t always an option, but makes traveling so much more enjoyable. Having dinner with yourself is only fun for so long.
Coffee - It hasn’t gotten to the point where I actually bring my own coffee (just yet), but I do make sure in advance that there is coffee no more than 5 minutes away. It’s under control.
What is one brand that best reflects your personality? And Why?
I’d say I’m equal parts "Nike - Just do it”, and the calm thoughtfulness of “Cos”. Thinking things through is important to me, but sometimes I just need to get out there. These brands represent a good mix.