In August 2026, I officially affiliated with CROWNFIRE.MEDIA, expanding what I can offer clients when a project calls for more than one creative discipline, or a bigger production team. What started as a creative connection has grown into a trusted collaboration built around a shared approach to thoughtful, visually driven work.
Together, we can take a project from concept to finished campaign across photography, video, directing, producing, and brand strategy. For clients, that means having the flexibility to work with me directly while also having access to a broader creative team when the vision calls for it.
SEVENTEEN Years of Passionate Photography and Creative Collaboration
I’m a Los Angeles–based photographer, creative director, and brand strategist who loves turning ideas into images that actually feel like something. I work with beauty brands, commercial clients, and creative teams to create work that’s thoughtful, visually striking, and rooted in a clear point of view.
For me, the best projects happen when there’s real collaboration, when we can talk openly about the idea, push it a little further, and build something that feels both intentional and alive. I care just as much about how a project feels to make as I do about how it looks in the end, because I think that energy always shows up in the final work.
At the core of everything I do is a simple goal: to create imagery that feels considered, connected, and true to the brand it’s made for.
My Philosophy
I believe that creating should always be a joyful, collaborative experience. My approach is simple: I listen first. Whether I’m working with clients, subjects, or my team, empathy, patience, and understanding are at the core of everything I do. I focus on creating a relaxed, stress-free atmosphere where everyone can feel comfortable and confident, allowing the magic to happen naturally. I’ve found that this open, collaborative process not only brings out the best in everyone involved but also leads to authentic and beautiful results.
CLIENTS
Fashion Coordinator at H&M
My journey began in Sweden, where I worked as a fashion coordinator at H&M. This role honed my attention to detail and sharpened my creative expression, giving me a strong foundation in visual aesthetics.
Eager to dive deeper into my passion, I moved to New York and enrolled at the Fashion Institute of Technology. It was there that my love for photography and visual storytelling truly blossomed, as I explored new ways to capture beauty through the lens.
Move to New York
Now based in Los Angeles, I’m excited for the new opportunities ahead. This city offers endless inspiration, and I’m eager to continue growing, learning, and using my skills to bring your vision to life.
Relocation to LA
How I Work
My approach to photography is hands-on, thoughtful, and collaborative. Every project begins with detailed planning, ensuring that every element aligns with the vision of the shoot. I believe in creative collaboration, working closely with clients and crew to craft something unique. Lighting is key to bringing out the best in each shot, and behind-the-scenes preparation is where much of the magic happens. By using high-quality production materials and maintaining a keen focus on the finer details, I’m able to create fresh, visually stunning content that tells a compelling story.
REVIEWS
REVIEWS
Megan Duffey - Director of
Branded Entertainment
I had the pleasure of working with Ylva on the launch assets for Neil Patrick Harris’s lifestyle publication, Wondercade. We hired Ylva and her team to shoot a series of Cinemagraphs of Neil. She was incredibly collaborative, communicative, flexible and professional throughout the project.
My team and I had never worked with Cinemagraphs before so there was a bit of a learning curve: the types of shots that work best, how long each set-up takes and all of the little details that make shooting Cinemagraphs a bit of a different animal. Ylva held our hands every step of the way.
She participated in the brainstorming process, helping guide us to the types of vignettes that would translate best to the Cinemagraph medium and all of the technical elements that need to be factored in. She clearly and thoughtfully communicated the time she and her team would need to set up and then shoot each of the vignettes, so that we were able to effectively and efficiently schedule out the day.
She and her team were so flexible throughout the shoot day — working around another photo crew shooting still photos and making it work when we decided to squeeze in one more set-up on the fly. She and her team were not only able to translate our concepts into reality but elevated them to a higher level of sophistication than we could have imagined.
And above all, she was the consummate professional and a delight to work with. I would work with her again in a heartbeat!
My team worked with Ylva on the creation of a series of Cinemagraphs for the launch of Wondercade, a digital publication we created in collaboration with Neil Patrick Harris — I can say with no equivocation whatsoever that choosing to work with her was among our best decisions, and the result was nothing short of extraordinary. Ylva proved highly collaborative during the ideation phase, using her expertise to not only help our team refine and elevate our existing concepts, but also to bring new ideas to the table that we had not even considered. In the execution phase on set, Ylva and her team were an absolute pleasure to work with — exceedingly capable, efficient, patient and kind across the board. Working directly with big name talent is often a somewhat fraught process, but Ylva helped us to make it fun and ensure that the work we created was of the highest quality. In short, can’t say enough nice things about her or recommend her strongly enough. 10/10, would 100% work with again.
DANNY AGNEW - CREAtive Director
Mike FALKO - Art director
Working with Ylva Erevall on our Wondercade campaign imagery was a truly exceptional experience. Ylva's ability to seamlessly blend traditional and contemporary styles, along with her meticulous attention to detail, brought our creative vision to life in ways we couldn't have imagined. Her dedication to perfection and relentless pursuit of excellence resulted in striking, authentic portrayals that added depth and resonance to our campaign. Ylva's passion, professionalism, and innate talent make her a true gem in the world of photography and directing, and I wholeheartedly recommend her to anyone seeking a visionary artist who can turn dreams into captivating visuals.
Ready to bring your vision to life? Whether it’s a beauty campaign, product shoot, or portrait session, let’s collaborate.
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