We’re excited to introduce you to the always interesting and insightful Vegar Abelsnes. We hope you’ll enjoy our conversation with Vegar below.

Vegar, looking forward to hearing all of your stories today. Can you share a customer success story with us?

One of my clients faced a growing challenge familiar to many modern brands: how to create high-quality content that could be implemented seamlessly across multiple platforms—from social media and digital campaigns to print ads, TV spots, and branded content.

The idea:
Traditional media needs are transforming, and the demand for multi-platform content is exploding. Our New Breed of Production captures all your content needs in a single production. We bring together talented stills, motion, and social media content creators to deliver high-quality marketing assets efficiently and cost-effectively. By integrating motion, print, and social media at the inception of a shoot’s production structure, we ensure all content streams align from the very beginning. We understand that a well-managed and strategically positioned social following is most powerful when it’s in service of a larger, coherent content marketing production.

I designed a production structure built on flexibility, efficiency, and storytelling integrity—breaking down the traditional silos between departments to foster truly integrated content creation.

Here’s how it worked:
High-Quality Content for Every Platform. Each shoot was structured to yield assets customized for specific use—whether vertical video for stories, cinematic visuals for broadcast, or high-res stills for print and digital campaigns. Authentic and Consistent Brand Experience We collaborated closely with the client to define a strong visual language and tone, ensuring every asset felt unified and true to the brand—across all platforms.

Influencer Integration in Real Time:
By bringing creators and influencers into the production, we delivered organic, real-time engagement that extended the campaign’s reach and authenticity.

Lower Costs, Higher Value:
Through consolidated planning and intelligent production design, we reduced costs while increasing output—and raised the overall production value by aligning every shot with the broader content strategy.

This model created a streamlined, cost-efficient, and creatively rich content engine—designed to thrive in a fast-moving, multi-platform media landscape.

Vegar, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I was born in Bodø, about 80 kilometers north of the Arctic Circle, and spent most of my childhood on the Lofoten Islands. The beauty of that region had a huge influence on me. The contrast between the long, dark winters with endless snow and the glowing, colorful summers—with their never-ending daylight—left a mark. The dramatic landscapes and constantly shifting weather shaped not only how I see the world but how I frame it. Like most Norwegians, I grew up spending a lot of time outdoors, which definitely sparked my love for exploration and adventure.

When I was 19, I packed a small backpack and an old Instamatic camera and left Norway to travel the world in search of something bigger. I didn’t really know what I was looking for—just that I needed to go. I ended up traveling for almost two years, and somewhere along the way, I realized I didn’t just love taking pictures—I needed to. Photography went from being a curiosity to a calling.

Eventually, I made my way to the San Francisco Art Institute, where I studied fine art photography and earned my BFA. For several years, I worked as an exhibiting artist. At the time, I had no real interest in commercial work—I was afraid it might dilute my creative vision. But that changed when a friend of mine, who was a photo editor at a major magazine, asked if I’d be interested in shooting a cover story. I said yes, and to my surprise, I really enjoyed it. It opened my eyes to the idea that commercial work didn’t have to be soulless—it could be creative, exciting, and aligned with the kind of imagery I already loved making.

After that, I spent a few years assisting some of the top photographers in the world—people working in advertising, entertainment, and music. That experience was like a second education. Coming out of art school, I thought I knew a lot about photography, but the reality is I knew very little about what it takes to professionally produce images on a high level. Assisting taught me the technical side, but also how to handle a crew, navigate a client’s vision, and deliver under pressure.

Eventually, I transitioned into shooting my own work full-time. I also published a few food and lifestyle books with HarperCollins, which gave me new visibility and helped solidify my voice as a photographer. Those projects, combined with my travels and experience on set, helped me develop a natural, understated style—often built around ambient light or lighting that feels like it could be. I try to make people feel relaxed in front of the camera. That sense of authenticity, of realness, is something I’m drawn to—and so are the people I work with.

I also have an incredible team of collaborators who’ve been with me for years. We produce stills and motion work side by side, whether it’s a small, intimate project or a larger production. I’m a big believer in a collaborative atmosphere. I direct gently—enough to guide, but never to force—and I think that’s part of why shoots with us feel calm, even when they’re complex.

These days, after years of working all over—from Buenos Aires to the Himalayas, Barcelona, Norway, and across the U.S.—my focus has shifted. I’m more and more drawn to using my photography to support environmental causes and preservation efforts. I’ve also gotten into mountaineering, which has deepened my fascination with wild, untouched landscapes—especially places like Antarctica. That’s part of what led me to join the team at Polar Latitudes as a photo guide. It’s a chance to combine everything I care about: storytelling, adventure, collaboration, and hopefully, inspiring others to fall in love with—and protect—the natural world the way I did growing up.

I am also happy to report that last week, I was chosen as one of the 200 Best Photographers by Lürzer’s Archive.

Any fun sales or marketing stories?

When I was just starting out—still assisting and beginning to shoot my own work—I was living in New York City. I had a full-time freelance role with a well-known entertainment photographer. During the day, I was on set with him, learning the ropes on high-end productions. After hours, I’d stay in his studio, using the facilities to print and build my portfolio with test shoots and small commercial jobs I was doing on the side.

At the same time, I did something a little clever: I started reaching out to advertising agencies in Oslo, introducing myself as a New York–based photographer. That actually opened a lot of doors in Norway. People were intrigued by the NYC connection, and eventually that led to a major campaign with Scandinavian Airlines.

Then I flipped it—I used the new work I had shot in Norway to market myself to agencies in New York and across the U.S. That led to new opportunities and bigger campaigns stateside. It became this back-and-forth that kept building: Norwegian work opening doors in the U.S., and vice versa. Before long, I was consistently working in both countries.

Looking back, it was a scrappy time—I was hustling hard, working long hours, but I was also learning a ton and laying the foundation for the career I have now. It taught me the value of being proactive, thinking internationally, and finding ways to make the most of every opportunity.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

Honestly, I don’t believe you have to be an asshole to succeed in this business. I’ve built my career by being myself—kind, honest, and straightforward—and that’s what’s kept me going all these years. People remember how you made them feel on set. Being good to work with matters, and I think it’s underrated.

If there’s one thing I wish I’d done more consistently, it’s building and maintaining a strong network. I should have been better about keeping a growing list of contacts, staying in touch, and sending out regular updates or newsletters. Over time, I also realized I should have invested more effort into SEO and building a solid promotional foundation online.

But when you’re busy shooting and handling productions, it’s easy to let that stuff slide. Still, I’ve learned the hard way that the promotional spine of your business—your outreach, visibility, and online presence—needs to stay consistent no matter how full your schedule gets. It’s what supports long-term sustainability.

Contact Info:

• Website: https://www.vegaragbelsnes.com
• Instagram: https://www.instagram.com/vegarabelsnes
• Facebook: https://www.facebook.com/vegarabelsnesphoto
• Linkedin: https://www.linkedin.com/in/vegarabelsnes
• Other: https://www.teamvegar.com