The mission for life designer Nicklas Hermansson is to optimize the life of people in his world - by experimenting with routines and methods of world-class performers. He's a true practitioner who’s been standing on the shoreline separating today and tomorrow since the very beginning of the digital media evolution. Today, he's leads the story experience department at Bonnier News Brand Studio – a massive 40 man strong innovation hub, including some of the top content creators in Scandinavia, prized for creating the world’s best commercial virtual reality experience (Native Advertising Awards, 2018), the world’s best commercial augmented reality experience 2019 and ”Best execution of native advertising” at INMA Global Media Awards in 2019. As Head of TV at the Swedish tabloid Aftonbladet he can be held responsible for shaping parts of the digital landscape we now live in. A decade at Aftonbladet provided Nicklas with a profound knowledge of editorial and business development, but also structural and management challenges that go hand in hand with the transformation from print to digital media. As Creative Director at Hard Hat, he created some of the biggest online video formats in Scandinavia. As Head of TV at the progressive media company Mittmedia, including some 30 local newspapers, he was part of revolutionizing the future of local TV, inventing new ways of creating, distributing and monetizing on local video content, which Mittmedia was awarded for at the INMA Global Media Awards in New York.