Adam Odelfelts portfolio

Art Direction & Design. Videos, photos, packaging, industrial design, graphics yeah you name it. It's mostly a question of where we're going and why really.

[adamodelfeltportfolio]

Mellotron Art Direction Product images

I created this style for product images for Mellotron. All sessions have consisted of just me and a photographer. They have been used in print ads, social media, catalogues and is one of the head themes for the new website that’s coming up. 

[adamodelfeltportfolio]

Mellotron Video and Photos

I directed this video for Mellotron featuring Hannes from the band Holy who also made the soundtrack. We shot the video at Conie Ehrencronas studio “Kobran” together with a series of photos and they were used as content for social media and some ads. 

We wanted to use the seventies vibe of the studio to set a feeling for the core audience of the brand while still approaching a crowd of younger musicians in our choice of artist.

Except photography and the soundtrack, I directed, edited and set together this entire project. 

[adamodelfeltportfolio]

Mellotron “Introducing Duke, Introducing Micro” Video

For the release of Mellotron Micro, the smallest instrument in the history of the company, I wanted to do something with more charm and internet meetability than we would use on the regular products. We really needed to do a follow up for the Micro which we had presented at NAMM, so looked for the most charming cat we could find in LA and made a DIY-video in which we let it investigate the new product. That way we could catch the attention of both cat lovers, old fans and barking dogs. 

The Facebook post got shared by 100 people and made it to synth cats website. It was boosted for about 20$ and reached almost 100k people with over one third of that being generated organically.

[adamodelfeltportfolio]

Mellotron “Chris Warren on using the Mellotron M4000D“ Video

This is a video with Chris Warren, who is a touring musician for the Red Hot Chili Peppers. I directed this video for Mellotron and together with a photographer shot all the material in a few takes. The dialog is Chris own words with my direction on subject. 

[adamodelfeltportfolio]

Tella Viv - “ithaka” By Tella Viv & Axel Otto Pettersson

Tella Viv - “Brilliance” By Tella Viv & Colin Greenall

Tella Viv - “Sworn” By Tella Viv & Celine Barwich

I have been involved in all of these videos in sense of creativity, style and execution in different ways. They are all made together with directors that we as a band love and respect, for both their work and their personalties.

[adamodelfeltportfolio]

Swedeheart Interiors Art Direction Product content

I created these images for the carpet “Fan” by Swedeheart Interior, together with a photographer. Our ambition was to make something more warm and vibrant than the style that is commonly used for Scandinavian furniture, but still maintain a clean minimalism and with those components emphasize the contrast of the carpet. 

[adamodelfeltportfolio]

Tella Viv Art Direction & Design

Executively involved in all art work and visually related and have solely done all typography, layout, logotypes to date and worked closely.

1. Single artwork for Resources (2016). Features Linnea Rimberg shot by Lars Brønseth and styled by Christopher Insulander. Idea by Tella Viv.

2. Cover artwork for single Sworn (2016). By @tnbrg​ and me. Acrylic on digital print. Scanned and digitally retouched. Idea by Tella Viv and tnbrg.

3. Cover artwork for ep From Coast 2 Coast (2015)  By @tnbrg​ and me. Acrylic on digital print. Scanned and digitally retouched. Idea by Tella Viv and tnbrg.

4. Logotype By me. 

[adamodelfeltportfolio]

Cat Illustration

This is a cat I drew at work while on the phone with one of my colleagues. Then I colored him and cut him out.

[adamodelfeltportfolio]

Dolores Haze Graphic Design

A couple of years ago I made the album cover for Dolores Haze debut ep “I did not kill Sam” (later removed by their label Woah Dad). They had an image and a logotype they wanted to use and I provided fonts and layout. I also created an alternate cover after we had finished and published the first one, which the band liked so much they decided to post it on their facebook page. This cover art became the subject of discussion in a ugly design sub-reddit, where it created quite the commotion and generated some pr and new fans for the them.