Emil Gradén, Motion Designer
- Henrik Friberg
- Apr 13
- 3 min read
In this new series of Q&As, SweetSpot’s Henrik Friberg goes behind the scenes with our roster to uncover the vision and thinking behind the work. We’re kicking things off with Emil Gradén, a multidisciplinary Motion Designer merging traditional craftsmanship and design sensibilities with emerging tech to translate brand identities for global innovators. From high-end automotive campaigns to award-winning fantasy illustration, Emil’s work sits at a unique intersection of craft and technology.
Henrik: "Hi Emil! You’ve worked in the trenches with elite agencies like Forsman & Bodenfors and crafted motion stories for global innovators like Polestar and Craft. When you’re handed a brief for a massive, established brand, what is your immediate first step to ensure the final piece has that perfect visual clarity?"
Emil: "The key is to fully immerse yourself in the brand’s visual language and design principles from the very start to ensure every move aligns with the client’s vision. That said, you also have to dare to challenge the client and test new ideas. That’s how you make a project stand out from previous work and actually evolve the brand experience for the better."
Henrik: "People might know you for your slick, technical motion work, but you’re also an award-winning illustrator specializing in fantasy motifs and RPG artwork. Does spending time painting dragons and dark magic influence how you approach a high-end commercial motion brief? Is there an unexpected overlap?"
Emil: For me, illustrating for roleplaying games is a vital creative outlet where I can build something entirely based on my own vision. I’m always grateful when others share that vision and commission that style of work from me. What I bring from the fantasy world into my motion design is that pure creative drive and the constant inspiration to evolve and improve with every project I take on."
Henrik: "Your toolkit spans traditional software to emerging AI platforms. With AI moving so incredibly fast right now, how are you actually utilizing it in your day-to-day workflow to take a project from a raw concept to a high-fidelity finish?"
Emil: "I think it’s crucial to view AI as a tool, not a replacement for creative work. I use it only when it can enhance the quality of the output or streamline the process. Tasks like retouching or modifying fine details in an image are good examples. Since AI is evolving so rapidly, staying updated is essential. You have to be ready as the landscape shifts and the market demands expertise in these new tools."
Henrik: "If you could give one piece of advice to a Creative Director or producer on how to brief a Motion Designer for maximum impact, what would it be?"
Emil: "A great brief needs a clear objective: what is the core message, who is the audience, where will it be shown, and what assets are available? Music is also a vital component that should be there from day one. Motion design is so much about rhythm and feeling, and those need to sync perfectly with the soundscape. Animating without music is a bit like working without a clear tonality. Finally, don't over- or underestimate the amount of content needed for a specific duration. Part of the artform is finding the righ balance of filling the time while ensuring the audience actually has space to absorb the message."
Henrik: "You’re a new signing to the SweetSpot roster. Looking ahead, what kinds of projects, industries, or visual challenges are you most hungry to tackle next?"
Emil: "I always enjoy working with great design and brands that embrace a playful tone. I’ve been fortunate to collaborate with incredibly talented designers and creators who provide high-quality materials and a strong vision; having a solid foundation always makes the work better. Beyond that, I’m always drawn to brands where improving the world is a core part of their business model."
Henrik: "Thanks for your time, Emil! We definitely share your passion for working towards a better world, and your point about animating with audio really stuck with me. Motion is as much about rhythm as it is about pixels. We couldn't be prouder to have you on the roster!"
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