Ragn-Sells
The Unsung Heroes
About the Project
Project background
Launched as a pivotal employer branding initiative between 2018 and 2019, The Unsung Heroes (originally the "Christmas Heroes" campaign) was created to address a critical internal challenge. While Ragn-Sells’ external brand was well-established, internal surveys revealed that frontline workers operating behind the scenes felt largely invisible. Stepping far away from traditional, polished corporate sets, I took full ownership of a gritty, one-man "run-and-gun" documentary project. The goal was to capture the authentic, unfiltered reality of the people who keep critical societal functions running during the dark, cold Swedish winter nights while everyone else is asleep.
Industry
- Environmental Services
- Circular Economy & Recycling
- Waste Management
Project breakdown / What I did
Authentic reality, documented from the inside out.
True employer branding cannot be faked; it must be built on the authentic reality of the workplace. Operating under challenging conditions, navigating tight underground culverts, wet recycling plants, and freezing winter mornings. This campaign transformed a traditional product-focused holiday budget into a powerful tribute to human dedication.
By capturing both an extensive operational photo library and a series of intimate short films, the project shed light on the vital work that society often takes for granted. Broadcasted extensively across social channels in Sweden and Norway, the campaign did more than drive public engagement, it fostered a deep sense of internal pride. It stands as a testament to the power of documentary storytelling to elevate frontline workers into true brand ambassadors.
Johanna
The Midnight Callout
Documenting the grit of emergency night shifts. We followed Johanna and her vacuum truck to a residential area, capturing the silent reliability of a 24/7 infrastructure service.
Torre & Robin
Keeping the Suburbs Clean
A raw look into the fast-paced world of urban waste management, capturing the physical dedication required to manage recycling flows in Sundbyberg before the city wakes up.
Niklas
The Industrial Frontline
Set against the cold, wet, and massive silos of a major recycling plant, this film captures Niklas navigating the heavy-duty reality of industrial fly ash recovery.
Nina
The Underground Network
Beneath the clean office floors of Stockholm’s inner city lies a complex maze of culverts. We followed Nina through the hidden logistics that keep the capital's workplaces functional.
Sarah & Elin
The Operational Hub
A portrait of the central nerve center. Stationed at the weighbridge of Sweden’s largest recycling facility, Sarah and Elin manage the massive inflow and outflow of transport logistics.
Fernandes
Urban Circulation
Navigating the residential blocks of the port city of Malmö, this film follows Fernandes on his daily route, turning routine waste collection into a study of community impact.
Kent
Maritime Recovery
Filmed in the harbor of Nynäshamn, we documented Kent extracting heavy waste oil from the Gotland ferry—showcasing the crucial environmental barrier between industry and sea.
Kerstin
The Science of Circularity
Moving into the laboratory at Högbytorp, this portrait highlights Kerstin's research in developing precise chemical formulas to neutralize and safely secure industrial waste.
Part of a larger transformation.