I'm Pauline Säll,
an independent art director / creative director and illustrator with a love for pancakes.
I've worked on both the agency and client-side with brands such as Vista, Google, Facebook, Coca Cola, Nature Valley, Carlsberg and Axe. Below you will find some of my work.

Vista

After working almost 10 years at 72andSunny with some of the world’s biggest brands, me and my creative partner Jorge wanted to try something different - and help the little guy... So we joined the global giant Vista. As they wanted to be the #1 design and marketing partner to small businesses. We created their new brand platform with a fresh tone of voice and look & feel. One that they could use consistently across different markets.

MORE THAN BIZ CARDS
First with a campaign for VistaPrint. We created “We Print That” - a way for them to show off everything they print for small businesses. We shot this first film with Gia Coppola.

LAUNCHING VISTA
With Melodie McDaniel, we launched Vista in the US - while creating a template that could be endlessly adapted. Partnering with real small businesses, and rebranding them using Vista’s services. Then we took that template to TCO who helped us launch Vista in Australia and France.

NEW LOOK
With Shaughn and John, we established Vista’s new look&feel. Taking their print products out of the studio and into the real world, where they are used and treasured in all their glory. These got featured everywhere - from OOH, banners and email marketing, all the way to their new website.

OPEN TO BETTER

Can a little can bring people closer? Be a spark of hope and reconnection? Together with 72andSunny Amsterdam and Coca-Cola we created a bunch of cans with resolutions for betterment. Then we took them out in the world to see what these cans could actually instigate.

ApprEciate Your Locals
Like Never Before

When this pandemic is finally over, we will appreciate and treasure the little things like never before. We wanted to hero those things as a way to help promote the small businesses that had a hard time through 2020. The things we will never take for granted again.

We also created a digital tool for any small business partner to create their own ads, with media support from Coca-Cola.

Sweet comes with sour

Why do we only share what’s perfect and keep away what’s real? Nothing sweet comes without the sour.
In this campaign for Sprite, we partnered with influencers to share more sides of life, and invite everyone to show it all.

THE FRENCH GIRL

The first brief I got when arriving at 72andSunny New York. Helping Yoplait launching their new French style yogurt in America. We realised the French women treat food very differently than Americans. For them, eating is the highlight of any day - not something to be rushed through. In this campaign, we worked with Gia Coppola to invite women in America to embrace the French approach to pleasure.

A Liquid Odyssey

Smirnoff’s biggest innovation of 2019: vodka infused with real fruits. We wanted to show real fruit, real close. Sound on for full experience.

FUTURE OF SOCIAL VR

We helped Facebook imagine the future of social VR, where you can share your favourite experience with someone you love. Here Sochi medalist Lauryn Williams takes her mum on a speedy ride.

Password: bobsled

Nature VAlley

Nature Valley wanted to announce their partnership with the National Parks. We realised nature can help people in so many different ways. With real hikers and the amazing parks we created a few films highlighting the things nature gives, showing it's time we give back. 

If carlsberg did haircuts

The line "If Carlsberg did...", which is really a meme, is back. With it, comes the chance to create amazing things. Things that most men only dream about. I got the opportunity to work with fantastic people on this one, from 72 (obvs), Carlsberg, and Division.

The One Show Shortlist 
Epica Awards Silver

AXE INSTAGROOM

Had the opportunity to work on the rebranding of Axe from the pitch to live date. Got to create loads of how to tutorials called Instagrooms.
Each of them are answering one of the top searched questions from guys on Google. Questions about style and grooming that is.
Here is a few of them.

Webby Honoree
Creativepool Winner

Shaun Ross is an icon. He owns his uniqueness like few others. The perfect guy to help us get the new Axe message out there. We made a TV spot for the new Axe fragrances and some shorter content pieces, where he talks about different topics and helps others find and own their thing. 

Google App Films

We made some films to help launch the Google App in Europe, promoting voice search.
Showing how it can help you in your everyday life. 

Museum of extreme - Year book

We teamed up with Adept Sweden and created Museum of Extreme. An interactive museum that travelled around Europe: Stockholm, Berlin, Barcelona and Milan, showcasing extreme photographers' work, and allowing you to interact with the pieces to get more in-depth stories. At the end of the first year, we made this year book with the museum's journey and the highlights of each event. 

My role: Design

I'm very passionate about illustrating, painting, drawing, doodling, crafting things that pop up in my head.
It's kind of my way of meditating.

Here you can see a some of them.