Ekstedt restaurant

Niklas Ekstedt runs one of Sweden's most distinctive Michelin restaurants. They cook entirely over open fire, no gas, no electricity. He came to me wanting a stronger personal presence on Instagram and more visibility for the restaurant itself.

We built a content strategy around two tracks:

Niklas personal brand

For Niklas personally, we shoot cooking videos on iPhone. Raw, fast, beautiful. Always organized around three pillars that reflect who he actually is: fire, Nordic cuisine, and the outdoors.

Restaurant brand

For the restaurant, we shoot with a cinema camera and focus on the craft behind each dish, featuring Niklas and his team.

A year in, the numbers tell the story. Views exploded to a total of 63M and the restaurant is fully booked every night.