For Art Director John Sandin, it all started during his teenage years in a small town in Västergötland. In love with street culture, a host of unbridled creativity was opened up, driven by the fumes of sheer creative joy. Many years later, those same ingredients have turned him into an innovative entrepreneur in film, photography and graphic design - ready to take the next step.
John Sandin, the son of Mariestad, got creative early in life. Then, as now, expression was free and exploratory and the techniques as varied as the winds of Lake Vänern.
As early as middle school, John and his buddies were fiddling with their parents' video cameras in various attempts to catch the next trick. Over time, he became increasingly absorbed in street culture and, in particular, all the artistic expressions that surrounded it.
We did a lot of shooting and my mates and I took it in turns to film each other. We wanted to make fat edits (films) and just have fun. It was a natural outlet for our creativity. We painted, photographed and filmed all the time," says John.
Through the media and communication programme at high school, he got a better understanding of graphic design and the more technical aspects of it. When John started working in the local skate shop in Mariestad, all his knowledge came in handy.
It was a small shop and we had to help with everything. That laid the foundation to start creating more professionally. We used what was produced to promote the shop and the products.
It was also during this time that he came into contact with the Random Bastards from Umeå.
Yes, it moved down a nisse (a young man. ed. note.), a skipper from Umeå. He introduced us to the scene there. Through him I got to know Erik (Hörstedt or Erk) and Josef (Nilsson or Gonza-Ra).
Shortly after the elf, or Nicklas Thuresson as he is really called, moved back to Umeå, he invited John and some friends to hang out. After a few twists and turns, John finally became an Umeå resident.
Erik (Hörstedt) helped me with an apartment actually. They were also going to Barcelona at one point, and he asked if I could shoot music videos. "Yes, I guess I can" I replied. That was the first film assignment. I have a lot to thank him for.
Then it became more and more missions where one contact led to another. Someone needed a new look book, another product photos, a third a showreel film. Suddenly John realised that what he was actually doing was a business.
When did you decide to start a business?
I hung out a lot at Random Bastard's office with Erik and the gang. They have offices in the same building as eXpression. It was Marlene (eXpression Umeå's former CEO) who started encouraging me and Josef to join the express program. We jumped on board and got help to get started with entrepreneurship. It was incredibly educational and fat smooth.
After the start-up programme, John entered the Creatives incubator programme, which he is now, after two years, ready to leave.
How has your business developed?
Initially, it was mostly about straw jobs in film, photography and graphic design, but over time it has become more of a holistic approach to idea and concept development. I have the advantage of being able to offer a solution that extends from idea to finished product.
John goes on to describe that he has much more experience now, which has enabled him to take on bigger projects. In addition, the business has become more professional, but without losing the playfulness.
What do you need to be creative?
Creativity comes from having the freedom to do what I enjoy. It can be anything from snowboarding, skating, meeting new people, experiencing new contexts or just watching a good movie. It usually sparks ideas. For me, it's also been awesome to be able to go to a creative space, like the office at eXpression, and just see what's going on.
You're now stepping out of the incubator, what's next?
I'm actually working on a short film with a friend, it's about to be finished. Other than that, I'm waiting for some projects to get started. For example, some music videos, some photography and a rolling work I'm doing with a cap company. Until then, I'm trying to ride as much board as I can.
John pauses and thinks, and finally says.
I'm a bit keen to go to the Alps actually, but it depends on whether you get the feeling, it's quite a long train ride there.
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Fact box
Name: John Sandin
That's what my mates call me: John, Johnny, Jörn, Jørg,
Coming from: Mariestad
Best skating memory: Seoul, South Korea. Skied and filmed all day, finished with Viking dinner, karaoke, the rest is history.
Prefers to eat: pizza
Never eat: pea soup
Listening mostly to: music
Film I wish I had never seen: Salò, or the 120 days of Sadom. Real sketch...
Best tips I have received: "More speed"
Worst tip I have received: Nuts in food
