JONATAN MODIN

DESIGN / ART DIRECTION

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ai powered
community
building
A super
strong
conscience
workplace
conflict
resolution
sustainable
outfit
swapping
3d
projection
mapping
playing at
construction
sites

Katarsis

2025

A speculative short film commissioned by A house, exploring what might shape the workplace of the future.


Borrowing a page each from Fight Club, The Matrix, and Black Mirror, the film proposes a rather unconventional way of resolving workplace conflicts. A virtual space without lasting physical consequences allows colleagues to act on frustrations that would normally remain suppressed. By expressing these emotions, a sense of relief and clarity can be achieved—a process known as catharsis.

Katarsis was directed, written, and produced by Jonatan Modin, Emilia Colliander, and Sofia Di Marco, with support from Rockson, Sellpy, and Nyfosa.

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Soft Boundaries

2026

A fitting room reimagined as a behavioral space, using dual-color realtime chroma-keying. Created with Random Studio for the State of Fashion Biennale.


At the centre of the installation is a fitting-room curtain: a simple object that separates public from private, revealing and concealing at the same time. As visitors open and close the curtain, they influence both what they see on screen and what the person beside them experiences, turning a familiar retail ritual into a shared, interactive performance.

Positioned between installation, prototype and research, Soft Boundaries explores how small changes in spatial conditions can influence behavior and reshape the relationship between people, space and retail.

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Let's Pollinate

2024

An AI-powered digital experience developed at Random Studio's Living Lab, and showcased at Us by Night 2024.


“Let’s Pollinate” challenges the isolating nature of digital spaces, using a simple interface and some generative tech to instead bring people together in the real world.

Each participant receives a unique digital plant. By interacting with other visitors, they can cross-pollinate their plants, producing increasingly surreal mutations that are added to a shared communal garden.

Let’s Pollinate was created at Random Studio’s Living Lab under the creative direction of Roel Wouters, in collaboration with Jessica Kürscher, Hector Albiges, and Stephen Buchanan.

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Lilla Samvetet

(The Little Conscience), 2024

A sculptural exploration of a future where artificial intelligence takes on the role of a human conscience.


Created through an interdisciplinary collaboration between the Beijer Institute, Svenskt Tenn, and Beckmans College of Design, the project translates research around the risks and possibilities of AI into a more physical and emotional form.

We imagined a future where AI is given a place inside the human intellect: an intelligence capable of intervening when our own instincts become selfish, short-sighted, or unsustainable. Like Jiminy Cricket, it becomes a voice telling you what is right. Except this conscience cannot be waved away. It is bigger, stronger, and impossible to ignore.

Lilla Samvetet was made in collaboration with Elvin Odelholm.

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The Liturgy of Shrimp Jesus

2025

An interactive video installation using the viewer’s own phone to explore the increasingly uncanny state of the internet.


Drawing on the “Dead Internet Theory”, this project looks at a web populated by bots, automated interactions, and absurd AI-generated content. In the installation, this material is reorganised into a digital liturgy: AI slop becomes sermon, while bot-filled comment sections form an exalted congregation.

By placing the viewer inside this ritual, the work reflects on how quickly the internet is changing, and how difficult it is becoming to tell where human culture ends and automated culture begins.

Created as my graduation project from Beckmans College of Design.

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Change for the better

2021

A campaign film for Sellpy, showing exactly how much better it is to choose pre-owned over new.


Sellpy crunched the numbers and found that choosing one of their garments is, on average, 21 times better for the planet than buying new. To bring this insight to life, the film follows a choreographed protagonist changing through 21 garments at an impossible speed, until the unexpected finale reveals one simple trick…

Directed by Nim Kyong Ran, produced by PINE, and developed by the Sellpy Creative Dept.

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Ionosphere

2023

An experimental light installation using 3D scanning, projection mapping, and papier-mâché to make a physical object appear to change material.


Created as part of Sound&Visions, where students from Beckmans College of Design collaborate with musicians from the Royal College of Music, the project began with a simple sculpture of a mountain.

We photogrammetrically scanned the sculpture, rebuilt its surface digitally, and created a series of virtual materials and lighting conditions. These images were then projected back onto the original object. The result sits between the physical and digital: a static piece of papier-mâché that appears to shift, dissolve, and transform over time.

Created with Adam Arinbjarnarson and Måns Horning. Music by Erasmus Talbot.

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Allmän Lekplats

(Public Playground), 2023

A video intervention reimagining construction sites as spaces for public use and play.


The project began with the idea that construction sites represent a constant occupation of public space, carried out by a vague and faceless authority. “Allmän Lekplats” imagines what happens if we challenge that occupation and reclaim these spaces. What if, instead of fences, we build catapults? Or turn scaffolding into an obstacle course? Could a worksite become a place to make music?

The objects were modeled and simulated in Cinema 4D, then composited into real-world footage using camera tracking.

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I am a Designer and Art Director based in Amsterdam, currently creating immersive spatial experiences at Random Studio for clients including Apple, Nike, Heineken, and IKEA.

My work sits somewhere between design, technology, and storytelling, with a focus on using emerging tech to create experiences that feel engaging, surprising, and human. Over time, I’ve built a broad practice spanning generative systems, 3D visualisation, web development, and film direction. Whenever I get the chance, I also enjoy sharing what I learn through workshops, or most recently as a tutor at the Bachelor studio Melting Realities at Design Academy Eindhoven.

Previously, I was one of the first hires in the creative department at Sellpy, where I worked with art direction across projects including Change for the better, The real cost of Black Friday, and the complete revamp of the Sellpy brand.

Say hi! → jonatan.modin@gmail.com

Experience


Experience Designer 2025 – Now
Random Studio, Amsterdam

Summer Internship 2024
Random Studio, Amsterdam

Internship 2024
Untitled Services, Stockholm

BFA in Visual Communication 2022 – 2025
Beckmans College of Design

Junior Art Director 2019 – 2022
Sellpy

Advertising & Public Relations 2019 – 2020
Stockholm University