DIRECTOR
UNIBET
My work with Unibet has developed from individual brand films into an ongoing creative partnership spanning brand storytelling, product communication and tactical content.
Across the collaboration, I have build a distinctive creative universe - introducing recurring characters, moving them across formats and campaigns, and creating flexible production systems that allow content to stay relevant long after the original shoot.
The common ambition has been to turn complex messages about betting, products and sport into entertaining, character-led stories that feel unmistakably Unibet.
UNIBET - World Cup & f.c. copenhagen
Role:
Creative Producer · Director · Writer
Deliverables:
World Cup:
Brand films: 1 × 65 sec · 1 × 30 sec · 2 × 20 sec
Tactical assets: 1 × 20 sec · 1 × 10 sec · 1 × 6 sec, all designed with interchangeable content
Delivered in 16:9, 1:1 and 9:16.
F.C. Copenhagen (Releases August 2026):
Brand films: 1 × 65 sec · 1 × 30 sec · 2 × 20 sec
Tactical assets: 1 × 20 sec · 1 × 10 sec · 1 × 6 sec, all designed with interchangeable content
Delivered in 16:9, 1:1 and 9:16.
Channels: TV · Social media · Display banners · DOOH
Year: 2026
Production budget: DKK 1,000,000
The challenge
Unibet wanted to strengthen its position among men aged 25 - 40 and reinforce its connection to F.C. Copenhagen. The campaign was scheduled to run during the World Cup in North America, where many matches would be played late at night in Denmark.
The creative response
I developed an innocent heist story about a group of friends carrying out an elaborate plan to watch the matches on a makeshift big screen at Parken - the home of both Denmark’s national team and F.C. Copenhagen.
The concept positioned Unibet as the slightly rebellious character in the room: playful, culturally relevant and closely connected to the rituals of football fans.
The production approach
The film was planned from the outset as a cross-platform campaign. The main film was supported by social cutdowns, stills and banners, while the end frame was designed as a recognisable campaign asset across formats.
The content displayed on the screen was made interchangeable, allowing Unibet to update tactical messages throughout the tournament without producing an entirely new film.
UNIBET sports series
Role:
Creative Producer · Director · Writer
Deliverables:
Multi-sport brand films: 1 × 30 sec · 2 × 20 sec
Tactical and sport-specific films: 6 × 20 sec · 4 × 15 sec · 7 × 10 sec · 7 × 6 sec
The 10- and 6-second films were designed with interchangeable content.
Delivered in 16:9, 1:1 and 9:16.
Channels: TV · Social media · Display banners
Year: 2025
Production budget: DKK 850,000
The challenge
Unibet needed a flexible content platform that could communicate knowledge and credibility across a wide range of sports - without becoming overly technical or product-heavy.
The creative response
I created Asger: a down-to-earth, naïve and instantly likeable presenter who happens to be exceptionally good at every sport.
The contrast between his modest personality and extraordinary ability gave the films a clear comedic engine while allowing Unibet to demonstrate expertise in a relatable and entertaining way.
The content platform
A longer launch film introduced the character and the overall universe. From there, the concept was expanded into a series of shorter films, each focusing on a different sport, insight or product message.
The films ranged from 6 to 45 seconds and were designed for multiple social formats, allowing the campaign to work as both brand communication and recurring tactical content.
My role
I developed the creative universe, character and format, and led the work from concept and scripting through performance direction, production and post-production.
UNIBET Transition & TENNIS
Role:
Creative Producer · Director · Writer
Deliverables:
Brand films: 1 × 45 sec · 9 × 20 sec
Tactical and sport-specific films: 9 × 20 sec · 9 × 15 sec · 9 × 10 sec · 9 × 6 sec
The 20-, 10- and 6-second films were designed with interchangeable content.
Delivered in 16:9, 1:1 and 9:16.
Channels: TV · Social media · Display banners
Year: 2024 - 2025
Production budget: DKK 1.000.000
The challenge
Unibet needed to move beyond the tutorial universe I had created and position itself as an established brand operating in and from Denmark. At the same time, the brand wanted to claim its position as the betting company offering the highest odds across all major football leagues and tournaments.
Unibet also wanted to communicate that it offered livestreaming and betting on all major tennis tournaments.
The creative response
The audience had come to associate Unibet with the white tutorial universe, so I decided to begin the film there. This offered two advantages: it created an immediate connection to the previous films and the brand, while allowing us to bring the interchangeable 3D glass website into the real world.
This gave us greater freedom to move and create a more visually engaging universe, while keeping the website and the brand at the centre of the communication.
Bringing Asger into the real world also opened up more possibilities for the tennis campaign. I created six films, all shot in Denmark at carefully selected locations. Through simple background replacements and stock footage, we could make it appear as though Asger were travelling to the world’s major tennis destinations: the US Open in New York, Wimbledon in London, the French Open in Paris and the Australian Open.
Two additional films were set in generic international cities, allowing the 3D website to be adapted to whichever tournament was relevant.
The content platform
A longer launch film introduced the character and the new overall universe. The concept was then tailored into a series of films, each focusing on a different product or message.
The films ranged from 6 to 45 seconds and were designed for multiple social formats, allowing the campaign to work as both brand communication and recurring tactical content.
My role
I developed the creative universe, character and format, and led the project from concept development and scripting through performance direction, production and post-production.
the tutorials
Role:
Creative Producer · Director · Writer
Deliverables:
5 × 20 sec · 10 × 10 sec · 10 × 6 sec
The 10- and 6-second films were designed with interchangeable content, allowing product messages and tactical communication to be updated without producing new master films.
Delivered in 16:9, 1:1 and 9:16.
Channels: TV · Social media · Display banners
Year: 2024
Production budget: DKK 750,000
The challenge
Unibet needed to explain the features of its new website in a way that felt clear, entertaining and consistent with the brand.
The central question was: How do you make a tutorial engaging without compromising the information?
The creative response
I placed Asger inside a flexible digital version of the Unibet website, allowing him to move naturally through the interface rather than simply presenting it from the outside.
This transformed a conventional product demonstration into a character-led piece of branded entertainment.
The production approach
The studio was mapped in 3D, while the camera position and lenses were tracked continuously. This allowed the digital environment to respond naturally to the live-action performance and gave Asger freedom to move and interact with the interface.
I also developed interchangeable content windows, enabling Unibet to replace text, features and tactical messages without rebuilding the films from scratch.
The result was a reusable production system designed for rapid updates, multiple messages and different social formats.
We feel it too
Role:
Director · Writer
Deliverables: 3 × 20 sec · Delivered in 16:9, 1:1 and 9:16.
Channels: TV · Social media · Display banners
Year: 2023
Production budget: DKK 500,000
The challenge
The campaign needed to build on Unibet’s brand heritage - “By players, for players” - and translate it into a more emotional and cinematic expression.
The films had to work without dialogue, making each idea immediately understandable and easy to adapt across markets.
The creative response
I wrote three films based on emotional truths that players instantly recognise - moments of tension, hope and frustration that Unibet, as part of the same culture, understands too.
Rather than explaining the brand promise, the films demonstrated it through shared experience.
The visual and sound concept
A distinctive black-and-white visual language gave the campaign a coherent identity across the three stories.
Sound became the connecting thread, carrying the emotional rhythm and allowing each film to communicate without dialogue. This made the work universal, culturally flexible and suitable for international versioning.
The films were developed in multiple social formats from the beginning.
