ICANIWILL
Instead of producing typical influencer-style content, I developed a concept for a proper shoot.
The goal was to create images that feel real, active and grounded in sport, not studio shots, not staged lifestyle poses, but clothing used in training, in motion, in a real environment.
ICANIWILL gave me a lot of freedom. Apart from providing the outfits and asking for a post, they trusted me to shape the visual direction myself.
I chose X30 Gym in Baden as the location, mainly because I knew the space and the people there. It felt like the right environment for the kind of authentic, training-focused imagery I wanted to create.
Elena Rahm joined the project as the athlete in front of the camera.
Together we spent an afternoon shooting across different outfits, moods and situations, always focusing on movement, natural interaction with the space, and visuals that feel clean but alive.
06
Sometimes projects don’t start with a plan, but with a message.
In mid-January, I received a DM on Instagram from a brand I vaguely recognised from my time in Sweden.
It turned out to be ICANIWILL, the Swedish sportswear brand. They invited me to join their influencer program.
I wouldn’t really call myself an influencer, but the idea of working together felt interesting.
And from the start, one thing was clear to me: if we do this, we do it properly.
The final images were published on my own channels, as planned from the beginning.
For now, it remains a one-time collaboration, but one that felt right, both visually and creatively.
Looking back, what started as a simple message turned into a fully developed production, a reminder that sometimes the best projects grow out of unexpected conversations.