Hi, I’m Amalie Foss, a Copenhagen-based creative, passionate about storytelling and visual design. My work is inspired by a love for fashion culture and a commitment to creating visuals that connect with people, helping brands bring their identities to life in meaningful ways.
Currently, I’m the Head of Creative at ARKK Copenhagen, where I’ve had the opportunity to lead a rebranding effort over the past year. This included shaping a new visual identity, tone of voice, and brand guidelines, as well as developing a visual strategy aimed at strengthening ARKK’s presence and engaging its community.
Before joining ARKK, I was part of the early team at bareen, where I supported its transformation from ‘BAREEN T—SHIRT’ into a recognized fashion-forward brand. Collaborating with the Creative Director, I contributed to rebranding efforts, establishing visual guidelines, and producing campaigns that helped define bareen’s identity and grow its recognition.
As a freelance creative, I’ve been fortunate to collaborate with brands like Adidas, PUMA, and Zalando on projects ranging from global campaigns to editorial production and product design. These experiences have given me the chance to work across different mediums and bring ideas to life in ways that feel bold, thoughtful, and authentic.
I approach every project with a focus on clarity and intentionality. Whether helping to shape a new brand or evolving an existing identity, I’m dedicated to crafting work that feels purposeful and makes a lasting impact.
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1) Head of Creative - ARKK Copenhagen (2024 - now)
Leading the brand in a new visual direction. Building brand and community. Developing and managing all creative content & campaigns across all platforms and media.
2) Creative Content Manager - bareen (2022 - 2024)
Key responsibilities included developing and managing creative content and campaigns across all platforms and media, establishing visual identity and brand consistency, and overseeing production and project management.
Key achievements:
- Creating a new visual identity with distinctive brand guidelines in collaboration with the Creative Director, transforming the brand from a simple e-commerce shop to a fashion-forward brand with a clear identity and multiple collections.
- Directed, produced, photographed and edited 50+ editorials
- Produced content for multiple collaborations including: Playstation, 7 Days Active featuring footballer Zanka, Copenhagen University starring Nobel Prize winner Morten Meldal, Award winning rapper Noah Carter, Red Cross, Unicef, AGF Football Club, Juno The Bakery and many others.
- Successfully managed and oversaw 50+ product releases, coordinating content (stills, videos, and graphics) for web, social media, e-mail and in-store displays.
- Successfully managed all communication and production aspects for e-commerce shoots and packshots for a portfolio of over 250 products.
3) Freelance Creative (2020 - now)
Services: Creative & art direction, consulting, styling, producing, production design, casting, photography, videography, editing & graphic design.
Clients: Adidas, Zalando, Hello Kitty, PUMA Global, PUMA Denmark, Copenhagen Fashion Week, Sony Music Entertainment, Mediacom: Nescafé x Red Cross, New-Land, Bedre Nætter & more.
Highlights
adidas
Freelance Creative Director (2023)
SS23 adidas x Hello Kitty - global campaign in official partnership with Zalando (DE)
PUMA
Freelance Creative Director (2020 - 2022)
- SS22 PUMA Slipstream Sales Campaign (DE + DK)
- AW21 PUMA Suede Mayu Campaign (DE)
- SS21 PUMA Customization Editorial (US)
- SS21 PUMA Brand Jewelry Campaign (US)
- SS21 Hedra Campaign (US)
- AW20 Cruise Rider Campaign (US)
Jewelry Designer, Project Manager & Consultant (2021-2022)
- Official PUMA Brand Jewelry SS22 (DE + US)
- Memphis Depay Announcement Custom Piece (DE)
- Official PUMA Brand Jewelry SS21 (US)
- PUMA x Asos (US)
- PUMA x Journeys (US)
- She Moves Us, Wmns Campaign (US)
- Rapper 'Lil Tecca' Custom Pieces (US)
