Freelance Graphic Designer & Art Director

BFA in visual communication, Beckmans College of Design 2023, Stockholm

Hyper Island Digital Media Creative 2020, Stockholm
social: @eliotlydeen


Motion Design
Graphic Design
Eliot Siekkinen Lydeén

Graphic Designer & Art director
social: @eliotlydeen

New Sport

Campaign film,
Visual Identity.
Art Direction

Art Direction, Stylist, Director, Producer,
Editor, Motion Designer, Graphic Designer

Year & Place
2023, Beckmans College of Design, STHLM

Together with Edward Ström, I developed a concept for a perfume brand called New Sport, which resulted in the creation of three conceptual ads that we wrote, directed, produced, and edited ourselves. Our films were exhibited at La Fabrique in Paris and A House in Stockholm during Design Week as part of the Works of Essence exhibit.

Project description:

The modern day landscape of “sport” fragrances is defined by a homogenous aesthetic and scent experience. Bold graphics in black and blue, water splashes, and lightning bolts are paired with scents that are sharp, clean, and citrus-fresh, all marketed to a traditionally masculine audience.

The New Sport fragrance concept aims to reimagine this clichéd idea of “sport” within fragrance, for a new audience. A fragrance and a visual language that seeks to better represent the true essence of the world of sport, one that is filled with comradery, passion, and playfulness.

DOP: Eric Ivar Persson

Grade: The Line

Drums: Wilma Wall