Two passions come together while on location with California Tourism

I have worked with advertising agency MeringCarson and their client California Tourism quite a few times over the past few years.

When they again approached me a few months back the concept and location was close to both my home and my heart….




When living in San Francisco it’s almost impossible to not take an interest in wine. It’s a city passionate about all things that stimulate the senses, and especially the digestible like food & wine.


With one of the worlds premier wine regions just a short drive across the Golden Gate Bridge one, by proximity, get exposed to the fickle art and science of making great wine.

My own curiosity for the fermented grape juice started shortly after I arrived to San Francisco, now 20 years ago.

Through serendipity this interest have matured into establishing my own wine project to be launched in just a few short months, at


So in this most recent project for California Tourism I got to indulge in two of my favorite things, pictures and wine, at the beautiful Chapellet Winery overlooking Napa Valley.




A big thanks to AD Rob Petrie, MeringCarson and California Tourism for giving me another amazing experience…

If you want to see how it all came together please check out the behind the scenes below.


On a journey…

I like moving. Travelling. Seeing. Observing.


And I like quiet.

At the same time…



My pictures are often depicting journeys. Most like the ones I want to embark on myself.

There’s a bigness to the spaces I’m drawn to. There’s vastness.

In this I seek to make myself irrelevant. A space where man in relation to nature get into perspective.

This is the quietness I like.

I don’t like to be quiet as in not moving but quiet in tone. Quiet which leaves room for the mind to wander.



So when asked to pack a Land Rover and depict the start of a journey and the road ahead I get excited….




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Starting again

Why is it so that the New Year some how brings on a new beginning?
The tradition tells us that the sun turns, and with it, hopes for what is to come with the birth of another spring…



To me the holiday season is a very special time of year.

I moved from Norway 20 years ago. In this time the one constant connection to my family and friends in Norway is the time around Christmas and New Year.


It’s a time when I can lower my shoulders and truly relax. The only focus is being together and there’s no deadlines but for the one at dinner time.


This is when I recharge and again connect with who I truly am. I don’t expect or hold myself to anything and I, through this, allow myself to recharge and think about the things that truly matter…



So with this a new year takes shape for me and, after again connecting to my family and friends who most of the year is a worlds a way, I’m ready to take on new pictures, new beginnings and new endeavors.
That’s how, for me, it all begins again…



I wish you all one amazing 2015, coming into it with renewed energy and enthusiasm!





Creating a whiskey colored landscape for that special Johnnie Walker moment

Earlier this year I was asked to photograph an ad for Johnnie Walker’s red label.

The idea was to create exceptional experiences where a special whiskey would savor and seal that moment at the end of the day. This done in a setting as golden as the liquid itself…

The process starts with finding that golden hued landscape.

As we did our research we looked at places as far away as Namibia and locations like Sedona and Valley of Fire in the US.

We ended up with a combination of locations photographing the landscapes in Nevada at the Red Rock Canyon National Park and the tent and its people in London.

My own Johnnie Walker moment however was not in the evening…



Waking to the day while it’s still dark outside, heading out to location in anticipation of what the sun will bring when rising is always a thrill. After 20 years as a photographer the sensation of a sunrise has yet to wear off.

I often think about Homer’s Odyssey when I stand in the quiet moments of morning. He over and over refers to “dawn with her rose-red fingers” painting the landscape. Dawn represents the start of Odysseus’ journey and throughout the story the metaphor of dawn, and how it’s described, symbolizes his transformation/odyssey from immaturity to maturity and then fulfillment.

Dawns Rose-red fingers could not have been more apparent than when adding a pure red glow to those mountains at Red Rock. For me, it  was a couple of exeptional mornings in Nevada, and if I didn’t have to drive back home, I would have savored that moment and, with a big sense of fulfillment, poured my whiskey …