Ida Serdén

Yes, AI can strategize and create a hundred versions of an ad in a heartbeat. It still can't tell you which one is worth making. That call takes an eye that's been wrong enough times to know better.

I've spent the last 10+ years learning how to tell the difference: inside boutique agencies, as a freelancer, and embedded in global in-house teams, across fashion, beauty, and fintech. At Lokrantz & Co, I worked alongside the agency's creative director on campaigns for Feetfirst (the umbrella brand behind Din Sko, Skopunkten, Jerns, Nilson Shoes, Radical Sports, and Ecco) and the launch of Hip.ie, often pushing for a more current, less over-produced read on how the campaigns should look and feel. Later, as an in-house Art Director for Zettle by PayPal and then PayPal itself, I helped build global creative platforms, including "Made for More" and "Rethink," PayPal's B2B platform for small and medium businesses, working across print, photography, digital, and brand identity.

Somewhere in that mix I noticed the part I liked most wasn't the visual itself, but the thinking that earns it: why this idea, for this audience, right now. That's what took me to Berghs School of Communication, where I recently completed a year formalizing the strategic instincts I'd been running on for years. I'm not leaving creative behind for strategy; I've finally given it the research and reasoning it deserves underneath.

I like problems with a client, a deadline, and an opinion attached. I like being the person in the room who's thought about both the idea and the person it needs to land with. And when I'm not doing that, I'm probably re-doing a room in my own apartment for the third time this year. Ask my neighbors about the drilling..