2025
Porsche work isn't a once-in-a-while thing anymore, it's close to daily at this point. Still at Pipedrive too, splitting time between that and covering more and more of Auto 100's social media across their brands.
Had to get used to being handed keys to cars that cost more than the place I live in. Kristen and Indrek trusted me with that anyway. Still not sure I've fully adjusted, but I'm grateful they did.
Been eyeing Fujifilm since the Fotoluks days. Shot Canon for years, then Sony through the Pipedrive stretch, always meaning to switch eventually. Finally pulled the trigger and got into the ecosystem I wanted the whole time.
Porsche called out of nowhere. Somehow that turned into weekly work with Auto 100 Premium Select and Auto 100 Rent. Been shooting cars every week since, which is not a sentence I expected to write.
2024
Set myself the goal of posting on Pipedrive's socials every single day in 2024. Did it. No idea in hindsight if that was discipline or just stubbornness.
2024 closed with 853 content pieces, all mine, and engagement up over 581% from '23. Everything else climbed the same direction. Wasn't chasing numbers, just kept posting and it kept compounding.
Bought my own place in June 2024. Not really portfolio material, but it's mine, and it's what two years of doing the unglamorous corporate thing actually bought me. Turns out that's what the sensible choice was for.
Gjensidige came knocking in 2024. Insurance, if we're being honest, not the sexiest brief I've had. Paid the bills though, and turned out making social content for something so different from Pipedrive was exactly the change I didn't know I needed.
2023
Paused freelancing entirely, put the head down, tried to prove I belonged there. By 2023 they gave me Pipedrive's social media to run on my own. Guess it worked.
2022
Broke enough to take any job going, and "any job" turned out to be Pipedrive. Glots put in a word. Didn't see that coming. This was the view from my desk.
Hari shut down. Lost the job. Went broke enough to think twice about food. Lost a friend. Lost family. Didn't feel like nerding out on anything for a while.
2021
Mercedes called, then Volvo, then Audi, one after another like it was normal now. Somewhere in there I noticed I kept making the same choices without deciding to. Turns out that's a style.
2020
Between me and my friend Frank, we had way more photos and stories than anywhere to put them, so the obvious fix was starting a print-only skate culture magazine nobody asked for. Wrote every word ourselves, no editor, no real budget, mostly just stubbornness. Two issues in and it was somehow a real thing people held in their hands. Hari Skate Mag.
Started shooting 120 film, then figured developing it myself was a normal next step. It was not a normal next step. Did it anyway, in what used to just be a bathroom.
Kept snapping pics of cars. Brands started noticing. Funnily Porsche Estonia was first.
Silberauto handed me the keys to a car that wasn't family, and trusted the result. Still grateful they did.
No brief, no lighting plan, just my dad's Audi parked in a garage. First proof cars could be a subject, not just a way to get somewhere.
2019
Bought an E46 330xi with zero interest in cars. It broke down often enough that caring became the only way to survive owning it. So I cared.
2017
Developing other people's film at Fotoluks, my first real job, two years straight. Not glamorous, but nothing teaches you what makes a photo work like staring at someone else's negatives all day.
Decision to try film was heavily influenced by Silver Mikiver's work. First roll came back essentially blank. Second roll was mediocre, half of it out of focus, and that was somehow the version that hooked me. Been shooting since.
€20. Simple Session 2017 afterparty. Had to sneak into the club as I was underage. The moment “making stuff” stopped being only for me.
2015
Bought it anyway. Shot everything: friends, skateparks, parked cars, the same three streets over and over.
2014
Had no camera. So decided to test my computers cooling capabilities with a cracked version of After Effects.
2013
Illustrator on a slow laptop, no plan, no clients, and the suspicion that this might be the thing. It was.
