The Assignment: Produce a short inspirational film from the exotic ski resort Bansko in the Bulgarian alps for www.airlinestaffrates.com

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Joakim Lloyd Raboff

Hello! My name is Joakim Lloyd Raboff and I am a visual artist and professional creative providing clients with ideas and solutions for how to best share inspiring stories about their brands, products, and services.

Each project I am assigned to comes to life through an engaging process where congenial cooperation and compelling storytelling are always in focus. Once you’ve browsed the site, you’ll see that you can hire me for all kinds of ongoing or forthcoming communication projects.

Before producing a new story for you, we’ll answer and define three key crucial points:

• What is the story you want to tell?
• Who is your story’s audience?
• Where do we best meet your audience?

I work broadly and seamlessly across mediums and have produced a wide variety of short stories using the most relevant and cost-effective medium to inspire, market or document my clients’ services and products. The three main mediums I am hired for are:

• Film
• Photography
• Books

With over 25 years of professional experience as a visual artistt and storyteller, I’ve worked with some of Sweden’s most well-known and respected companies and organizations.

Get in touch today to learn more about my collaborative process and how it can help your company engage and inspire your customers.


Joakim Lloyd Raboff
Visual Artist
Mobile/WhatsApp: +46709404919

  • MyDOG 2023

    The Assignment: Produce a short documentary film from MyDOG, the largest dog show in the Nordic countries for www.hundvanligahotell.se

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    The Assignment: Produce an inspiring ad for sports center Kockum Fritid’s group training classes by Less Mills, including Combat, Attack and Pump.

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    The Assignment: Produce a short inspirational film about spinning at Kockum Fritid, a popular sports center in Malmö, Sweden.

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    The Assignment: Produce a short filmed presentation about Elin Gärdenfors, BIM Manager & Innovation Strategist at MaritimeBIM AB in Helsingborg, Sweden.

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    The Assignment: Photograph images for a book that documents the artists and vibrant cultural vibe at Sliperiet Gylsboda Arts & Cultural Center in southern Sweden. The origin’s of the center stem from the nearby rock quarry where diabase is to this day exploited. Many of the artists at Sliperiet Gylsboda use the black rock as a means to express their creativity. The project also included a mini documentary.

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    The Assignment: Storyboard and produce a short film visualizing how customers can easily order groceries from supermarket ICA Maxi online and have them delivered to their homes.

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    A showreel of scenes from various film projects in Sweden and abroad where drone footage was required.

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    The Assignment: Produce a short inspirational film about two new padel tennis courts at the sports center Kockum Fritid in Malmö Sweden.

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    The Assignment: Produce a short film about Soi Dog, the successful dog and cat shelter on the island of Phuket, Thailand for www.hundvanligahotells.e

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    The Assignment: Capture the making and baking of the delicous cinnamon buns with pastry chef Paula Cederlöf at Abisko Mountain Lodge for the popular Swedish hotel blog www.hotelladdict.se

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    The Assignment: Produce a teaser ad for The Terrace, a new rooftop bar at Clarion Hotel & Congress in Malmö, Sweden.

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    The Assignment: Produce a short ad showcasing a customer enjoying the Italian café and restaurant Bar Italia’s artisan soft ice cream.

    Result as of February 2022: 67k Youtube views.

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    The Assignment: Produce a short film to inspire members at fitness facility Kockum Fritid to train in the new Kockum Express circuit room.

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    The Assignment(s): Produce informative and inspiring guides with editorial copy and photographs from around the world.


    The Assignment: Produce a commercial showcasing how wonderfully joyous and easy it is to vacation in western Sweden with your dog.

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    The Assignment: Produce a series of insprining commercials focused on attracting tourist to the municipality of Ängelholm in southern Sweden. This particular shot is taken from the film “Cozy Bjäre”. Click below to view it.

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    The Assignment: Produce a short film and several large format images focused on the aurora polaris in Scandinavian Artic and shown during a climate conference held at the United Nations Headquarters in New York City.

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    The Assignment: Produce a commercial about travel agency SEMBO’s Raod Trips.

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    Film for Stena Line Sembo

    The Assignment: Interview co-owner Eduardo Mondolfi and share his thought’s on wine, food and sustainability.

    Whatch Film

    The Assignment: Produce a short film for the popular beach bar and lounge Vibes about their summertime Breakfast Yoga Class.

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    The Assgnemnt: Capture a few moments and thoughts of Swedish artist Johan Carlsten during a typical day in his studio.

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    The Assignment: A combination project consisting of multiple shoots and deliverables, including images and films for one of Malmö’s most appreciated cafés and artisan ice cream factory’s.

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    The Assignment: Create a series of short, instructional and inspirational films describing a “Best Practiice” way to prepare and serve food.

    Whatch Film

    The Assignment: Photography at Kockum Fritid, the leading activity center in Malmö, and capture their entire range of activities for the their “image bank”. The project also included a dozen short films from a variety of activities, including swimming.

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    The Assignment: Produce and display large images and a film conveying beauty of the Artic at a climate conference with over 400 delegates at the United Nation’s Headquarters in New York for the Swedish Mission to the UN.


    The Assignment: Produce a short film about how the municipality’s tourist destinations, including restaurant ts like Strandhugget in Vejbystrand, are largely dog-friendly.

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    The Assignmnt: FIlm a short pressentation of Dr Samuel West, founder of The Museum of Failure and The Museum of Disgusting Food, talking about happiness for the Swedish consultancy firm, Happy Economy.

    Whatch Film
  • Nordic Choie Hotels

    The Assignment: Capture precious moments when the hotel chain’s mascots Lollo & Bernie pay a visit to Quality Hotel View in Hyllie, Sweden.


    The Assignment: Capture a series of press photos of the company’s vibrant CEO Petra Sörling. The project was an extension of a two-year collaboration which included 4 short portrait films about key staff members. One of which was focused on Mrs Sörling.

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    The Assignment: Capture the soul of Living Room Bar, a cozy lobby saloon at Clarion Hotel & Congress Malmö Live in Malmö, Sweden. An establishment where only the very finest Gin & Tonics and other tasty beverages are created for discerning patrons. I was also produced a short commercial about the bar’s GT offerings.

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    The Assignment: Produce a short film that captures the essential soul of Bamboo Yoga, a beachfront yoga retreat on Patnem Beach in Goa, India.

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A book about Sliperiet in Gylsboda was long a dream. When he and I met during an exhibit we both partook in, I saw what we needed for the book in Joakim’s imagery. Fortunately, he saw potential in the idea and helped us make the dream come true. After just two months, we had a book in our hands. And what a book it is!

Joakim complemented the book “Sliperiet Gylsboda Art and Culture Center” with two short films that highlight our quarry village Gylsboda perfectly.

During the early summer of 2021, Joakim helped us at Sembo to produce an inspiring commercial about our popular Road Trips. The film clearly showed that it’s both easy and fun for our traveling customers to take their dog, big or small, along on a wonderful vacation.

We are very pleased with the film Joakim produced and how it engaged our audience and contributed to promoting Sembo’s Road Trips in Sweden.

I really enjoyed our collaboration during the creation and production of the two dog-themed commercial films for West Sweden Tourist Board.

You are very nice to work with, responsive and driven as well as thorough in preparation and implementation.
Thanks, Joakim!

Working with Joakim as a film producer and still photographer has been a great experience. He is meticulous in his location research, creative during production, and delivered very high-quality films on time and within our agreed budget.

We would very much like to collaborate with Joakim in the future.

Joakim is a very resourceful and innovative person and an outstanding photographer that strives for excellence, which shows in the quality of his work. He is an absolute pleasure to work with and a very professional, intelligent, problem-solver whom is both insightful and excellent with follow-up. His words translate to actions immediately. Any client would be lucky to have access to Joakim’s creative mind and eye for perfection, and I hope to one day work with him again.

Joakim has an exceptional creative ability to take our grand visions and convert them into tangible customer benefits whether they be fine-tuned presentations, demonstration films, field documentaries, or high-level pitch presentations.

His razor-sharp, precision-focused visualizations and impressive storytelling capabilities are always packaged elegantly – even when working ad-hoc, under extreme time constraints, and with a limited budget.

For more than five years, Joakim delivered high-quality articles and guides – even when production was intense and deadlines were tight at the travel magazine, Allt om Resor. I always new I could give him assignments that would be delivered on time and complete.

It was a difficult task to have to choose between all the magnificent images and his material felt inspiring and fresh. Joakim has visited all those places that people dream about but few have documented so well.

Working with Joakim is like having three people in one. Photographer, film producer, and director. Joakim has contributed many “out of the box” ideas – which fits our brand very well.

Joakim provides a quick turnaround and always excellent quality. Warmest recommendation from us at Clarion Hotel & Congress Malmö Live in Malmö Sweden.

Joakim is great to work with! He has turned our at times challengingly short and often budget-constrained marketing briefs into amazing visual results that exceeded our wildest expectations.

There is no doubt that Joakim has a uniquely focused attitude towards the finer details and how important it is to focus on the whole picture. After engaging him on several projects, I can easily say that collaborating with him has always been a creative experience and a great pleasure.

It has been very easy to work with Joakim while documenting most of Kockum Fritid’s extensive range of activities for our new website – launched in February 2016. 

Kockum Fritid has Malmö’s largest range of sporting activities under one roof – including a modern gym, a wide scope of workout classes, indoor swimming pools, ice rink, sports halls for badminton and squash, but also conference facilities, a restaurant, sports shop and a masseur. 

Joakim’s positive attitude made our collaboration both smooth and creative and I hope to work with him again in the future.

Joakim makes me look good! In my job as a marketing manager, I make a wide range choices and decisions on behalf of my clients. I can’t even count how many times Joakim’s great eye for detail and problem solving skills have helped me help my clients – resulting in excellent communication – be it photography, film or just general idea generating. And not even once has he not kept our agreed deadlines.

He is so timely, I can barely keep up with him! Needless to say, our collaboration will be ongoing for as long as he wants to work with me.

When I think of Joakim Lloyd Raboff as a photographer, I think only in superlatives. It has been a privilege and joy working with Joakim for the last six years as he has consistently provided me with excellent press photos and marketing material for my music festival, “Goodnight Sun” in Malmö, Sweden.

I think Joakim’s greatest asset is the genuine love and curiosity he has as a photographer. These features create a platform for his investigative and constantly developing visual sensibilities – always in search for the optimum perspective and light. This in turn generates the accuracy and formidable precision that is his hallmark.



1. Character. For successful storytelling, the film should convincingly introduce a character or subject whose story people want to see and listen to.
2. Intrigue. A movie is always a kind of journey. The main character or subject must convey a kind of movement that causes a change of attitude or takes the viewer on an emotionally interesting “journey”.
3. Conflict. This is the essence of most drama. The more you can involve the audience in the subject or character’s struggle in a conflict, the more interesting your story will be to follow.
4. Resolution. A cinematic resolution where the main character or subject wins over antagonistic forces, is almost always the highlight of a film.
5. Structure. A story should have a beginning, a middle and an end. But not necessarily in that order. On the contrary! There is a lot of room for creativity here.
6. Scenes. A scene is very the building block of a script and a film’s most basic component. From a purely cinematic point of view, everything that happens at the same time at any given moment point is a “scene”.
7. Dialogue. Each line in a film can fulfill several functions – from entertaining and seducing the audience, to making them feel empathy, even with the coldest, darkest characters.
8. Vision. It’s important that the film’s vision, its soul and purpose, in addition to being entertaining, are included from the idea stage until it’s ready to be shown.
Film is without a doubt a medium that can quickly and effectively influence viewers in many different ways. Depending on the scope of the project, several types of skills, equipment, and environments may be required for film production.
But producing film can also be a streamlined and relatively uncomplicated, affordable process. For me, pre-planning a film is key for it to be a successful production. Planning ahead gives everyone involved a good overview and helps avoid potential mistakes and misunderstandings.
My planning process for film projects is straightforward and consists of 6 simple steps.
1. Project description – Let us briefly define and decide the basic idea of ​​your film project and its scope.
2. Brainstorming – With an open mind, this is the step where we transform your goal and basic idea into something more tangible. Something we can actually create a finished film from – without breaking the bank or being forced to make too many creative compromises.
3. Moodboard – Here’s where we organize all our inspiration and references from the previous steps so that they are visualized into the film project in a clear way.
4. Storyboard – The goal in this step is to visualize the most important scenes/parts of your film with rough sketches or a slide show.
5. Checklist – This step is important so that we plan each scene, calculate necessary scene-time required, film locations, determine lighting and focus on each scene’s “DNA”.
6. Call Sheet – This is about organizing and scheduling the film’s production, different areas of responsibility, and ensuring that the film production team and other stakeholders are on one common call sheet, ie a combination of schedule and list of responsibilities.
Once all 6 steps are finalized, filming can begin!
1. Don’t film multiple scenes in a single long take. With short, separate sequences, it will be a lot easier to plan your film in advance and edit it afterward.
2. Vary perspectives in a scene by filming from above, below, and from different positions around the subject. Varied angles will help keep your viewers attention on the story (and decrease the risk of boring them).
3. Always use a tripod or, if you’re shooting handheld, the camera’s and lens’s image stabilization feature (if available). While shaky footage can be creatively interesting and useful to dramatize a scene, if too much of your story is shaky, it could easily become a distraction.
4. Composition. Frame each scene beautifully, but pay attention so that the background and peripherals don’t steal attention from your main subject.
5. Always film longer sequences than you need. Extend each scene at least 10 seconds before and after each scene. This gives you extra material to edit if you need it.
6. Don’t zoom in on a scene during filming if it’s not consciously planned. Use your feet instead to get closer or to create greater distance from the subject.
7. Always try to film with the main light source behind the main camera. Use ambient, natural light as much as possible and a reflector to lighten up shadows and dark areas.
8. Use prime lenses. In general, fixed focal length lenses are sharper, more sensitive to light (good in low light), and offer a more cinematic “look” than most zoom lenses.
9. Although “poor” film quality can be used and viewed as an artistic expression, crappy audio will inevitably distract. Spend time and love on getting great sound recording!
10. Record in High Resolution. By filming in 4k or higher and then editing on a HD/1080p timeline, you’ll have the opportunity to reframe and/or zoom in when editing your footage. It’s like having two cameras!