Pushing boundaries to protect

With growing interest among women and engineers in working at Saab, these films aimed to build on that momentum. The creative approach connected Saab’s technological ambition with its purpose: pushing the boundaries of what is possible to keep people and society safe. It gave potential employees a reason to see Saab as a place where their skills could contribute to something meaningful.

My role brought together creative direction, communication strategy and integrated marketing. I helped shape the narrative and guide the creative development, connecting the production with our wider brand and talent attraction goals. This meant considering both the films themselves and how the material could support further activation across digital channels.

The final production provided a strong foundation for Saab’s 2026 employer branding campaign. Its flexibility allowed us to extend the story across formats and touchpoints, with strong performance among women and professional audiences.