Max is a filmmaker, photographer, and AI visual artist with over 15 years of industry experience, working with global brands like Volvo, IKEA, Spotify, and Red Bull. His career has spanned continents, directing high-end brand campaigns and crafting visuals for commercials, music videos, and live performances.

From a young age, Max was drawn to storytelling through the lens. He spent years refining his craft as a cinematographer, mastering composition, lighting, and the art of visual storytelling. But as the industry evolved, so did his curiosity. A few years ago, he began experimenting with AI — not as a replacement for filmmaking, but as a tool to push creative boundaries. What started as an exploration quickly became a new way of working, allowing him to visualise concepts that were previously impossible to execute, blending traditional film expertise with cutting-edge technology.

Today, Max is one of the leading AI creatives in Northern Europe, holding exclusive partnerships with industry pioneers like Google Veo 2, Runway, Kling, and MiniMax. He’s integrated AI into various projects, constantly redefining what’s possible in digital storytelling.

Alongside his wife, Jennie, Max runs Safu Studio, specialising in film, photography, and AI-driven storytelling, combining their expertise to create visually stunning and emotionally resonant content.

Every step — from his first camera to his first AI-generated frame — has led Max to this moment. As the industry evolves faster than ever, he remains at the forefront, shaping the future of visual storytelling. And this is just the beginning.