M Lithvall

M Lithvall M Lithvall is a multi-disciplinary creative agency specialising in the lifestyle, fashion and beauty sectors.

Tb to 5 weeks ago when me and  headed out in a mixed bag of weather to kick off the spring prep ahead of launch. The boa...
16/04/2026

Tb to 5 weeks ago when me and headed out in a mixed bag of weather to kick off the spring prep ahead of launch. The boat park was muddy, and the ice still covered Stora Värtan outside the club. Freezing raindrops fell onto the ice, and our fingers went numb as we unwrapped the boat and folded the tarpaulin sheets.

Now, 5 weeks later, it’s launch time and t-shirt weather. The ice is long gone, and Stockholm is in bloom. Is it just me, or did the first signs of spring arrive, flourish, and fly by in a blink?

Content work for - thank you for gearing us up to get our hands dirty!

New case online: https://mlithvall.com/portfolio/star-sailors-league/ Hired as Press Officer / Writer for the Star Sailo...
23/02/2026

New case online: https://mlithvall.com/portfolio/star-sailors-league/
Hired as Press Officer / Writer for the Star Sailors League during the SEA Games 2025 and the SSL Gold Cup Asian Qualifiers in Thailand, I was responsible for editorial production, press communications, and sustainability storytelling across multiple platforms. The objective was to deliver accurate, timely, and engaging coverage of elite sailing to a global audience. See the full case via the link.

Everest is a Nordic brand built on the belief that freedom comes from being prepared for real, everyday life. Founded in...
27/01/2026

Everest is a Nordic brand built on the belief that freedom comes from being prepared for real, everyday life. Founded in Sweden in 1987, it has grown into a beloved brand known for its strong values and accessibility across Scandinavia.

During the fall and winter of 2025-2026, Everest began its expansion into Europe and commissioned creative support for the launch of its German and Polish markets. I was brought on to produce fall and winter content for the brand’s digital and social channels.

The project was executed through two on-location productions. In October, I spent 24 hours hiking and camping in Tyresta National Park just outside Stockholm, Sweden. In late December and early January, the second production took place in Kittelfjäll, featuring accessible off-piste skiing, cosy cabin life, and a mid winter ski tour to Klippfjället in temperatures reaching –24°C.

The full project is now available on my website as a case study. Thank you Nathalie Edström and Everest for the great collaboration and for the trust thus far. I look forward to be working on many more creative everyday outdoor adventures together!

Check out the project here 👉 https://mlithvall.com/projects/

44 simple steps to make 60 Björkliden-bangers come alive:1. Review all (non)existing material2. Define the long-term nee...
17/01/2026

44 simple steps to make 60 Björkliden-bangers come alive:
1. Review all (non)existing material
2. Define the long-term need
3. Suggest a budget 💰
4. Cut it in half 💸
5. Try to get more
6. Get creative with what you got
7. Make a dreamy mood board
8. Write a clear, juicy brief
9. Find the perfect photographer
10. Cast skiers who can carve like gods
11. Propose a shoot window (more than a week pls)
12. Confirm team availability
13. Draft a production agreement
14. Re-negotiate
15. Align expectations and money
16. Confirm team excitement
17. List all production needs
18. Book locations, prep props
19. Hire extras (twice… maybe thrice)
20. Cast kids whose parents say “Absolutely, ski in rain!”
21. Secure access to all key spots
22. Track weather, team schedules, guest flow
23. Change everything when those change
24. Secure pow & perfectly groomed corduroy
25. Get sun & sunsets
26. Make sure your team gets first tracks everywhere they go
27. Sync skiers + snow + light = magic
28. Allocate a full day to ski touring, snow sofas & snacking
29. Keep everyone safe, always
30. Nail the morning train timing. And the sun.
31. Plan “down-days” wisely
32. Host a breakfast party with wine & dine vibes
33. Get your team to hot tub with a total stranger before the view disappears
34. Explain how important that specific image is… then kill the shot later 😇
35. Review thousands of shots
36. Pick your fav 500
37. Kill 400 darlings 💔
38. Fight for 100
39. Let go of 40 more 😭
40. Send retouch brief
41. Edit magic ✨
42. Feedback round 1… and 2
43. Finalise your 60 bangers 🧨
44. Celebrate your badass team who made it happen ❤️‍🔥

Now, going out to snap a couple images can’t be that hard… right?

A HUGE shoutout to & – my all-time favourite action-photo-pro-skier duo – and your razor-turning shredder friends .rosengren & . You brought the vision to life. And to everyone who had a hand in this – thank you. Couldn’t have done it without you. Can’t wait to see all 60 bangers drop into digital, social, OOH, on-site & print 💥

The best days at work are those you get to spend outside 🤍Work for Låktatjåkko Mountain Lodge from last week. 📸 Shot by ...
17/01/2026

The best days at work are those you get to spend outside 🤍

Work for Låktatjåkko Mountain Lodge from last week.
📸 Shot by myself & - edit by me.

BAMM—an exhilarating mountain orienteering marathon across unpaved terrain—has a new title sponsor, and with that, a ref...
17/01/2026

BAMM—an exhilarating mountain orienteering marathon across unpaved terrain—has a new title sponsor, and with that, a refreshed logo and design language!

This is a project I’ve been working on with race director for .se and during the autumn, where I’ve been responsible for art direction and design development. The film was shot and edited by , with all footage captured on the first day of the 2024 edition—a day I remember well, for better and for worse.
The media team, including myself, , and the guys from Girdit, were out along the racecourse and at the night camp, capturing photos and film as competitors battled through tough weather conditions. By the time we made it back to the hotel, we were soaked to the bone—but happy after a wet yet exciting day in the mountains. Unfortunately, later that evening, a devastating accident occurred involving one of the competitors, leading to the race being called off.

In the months since, the race organization has thoroughly evaluated the situation and improved safety regulations to ensure the competition can take place again. I said it earlier this year, and I’ll say it again: I feel proud and happy to work with an organization that acts swiftly, communicates transparently, and shows genuine empathy. Now, we’re ready!

We welcome to the BAMM family and proudly open registration for BAMM supported by OMM 2025 🎉

You can find more information about the competition at www.bamm.nu

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