Case
Magnus Johansson Bageri och konditori, located in the vibrant Hammarby Sjöstad district of Stockholm, is a haven for artisanal treats.
The bakery focuses on using locally sourced, high-quality ingredients to create everything from sourdough bread to luxurious pralines, ice cream, and seasonal desserts.
Founder Magnus Johansson himself is a celebrated pastry chef, having won gold in the Culinary Olympics with the Swedish Culinary Team, leading the creation of desserts for the Nobel Prize banquet for over 10 years, making desserts for King Carl XVI Gustaf and the Swedish Royal Family and winning multiple awards in Glass-SM
Over the past two years, I have worked closely with Bob Reklambyrå the staff at the bakery to capture their craftsmanship and the handmade creations. We have produced material for everything from their standard assortment to seasonal products for Christmas, Easter, Valentine's Day, Mother’s Day, Father’s Day and much more.
The MJBK brand is built around bright, cherful, pastel colors. I wanted to maintain the same feeling in the videos I filmed for them. It turned out to be a bit tricky to find a balance between the stainless steel in the kitchen and their bright color palette.
In a workd where almost everything is mass produced and transported halfway across the globe MJBK stands out by making everything by hand at the actual bakery.
Our approach has always been to show the craftmanship, the details of pralines being shaped, the human touch behind each product. Showcasing not just the products but the works and precision of the people who make them.
The videos are short, fast paced 15–30 second clips utilized across their website, social media and in a lot of online advertising.
majobagerikonditori
www.magnus-johansson.com