When the craft speaks for itself

For Spellemann 2026, Mathias Toven was brought in to create the promotional content that set the mood ahead of the awards show. The result was videos that captivated.

Spellemann is Norway's foremost musical tribute, a night where the year's best artists are honored and music is celebrated on a grand scale. When an event like this has to be communicated to a wide audience through social media, it takes someone who understands both the power of an image and the rhythm of a good story.

Mathias Toven delivered one main video and a series of reels covering everything from a fully 3D-animated flight sequence soaring over and into the Opera House, to teaser films of the artists set to perform during the show.

The numbers speak for themselves. The main video alone has passed around 40,000 views and set the tone for the whole campaign, but it was the totality that made it really strong. The teaser series Toven created to reveal the performing artists, where Sei Selina, Seigmen and Tobias Sten were presented through the Opera House's distinctive diamond window with glittering bokeh light, delivered solid engagement across every single post, with over 460 likes, 62 shares and 24 comments. Add all the posts in the package together and we're talking about over 800 likes, 79 shares and 41 saves.

This was content that wasn't just seen, but saved, shared and talked about.

"On this one we sat on the sidelines as far as production goes, but we stepped in where Mathias needed us. It's an enormous amount of fun, and I think Mathias' eye for storytelling, with the mix of VFX and the real, has huge potential in Norway. When a video meant to promote Spellemann turns out so good that it ends up opening the show on NRK TV, it shows an understanding from the client too, for the craft that goes into it, and for why craft in particular matters more than ever," says Christian Søgaard, director representative.