Getting to Know… Chaos x Magic
Chaos x Magic is a creative agency that aims to harness the chaos of today to unlock unexpected magic for brands.
The agency was founded in 2024 by co-CCOs Nils-Petter Lövgren and Zack McDonald, with talent stationed across Amsterdam, Stockholm and Los Angeles.
Chaos x Magic specialises in brand storytelling that combines traditional creative expertise with perspectives from gaming, technology, and entertainment.
Nils-Petter and Zack look back on forming the team behind Chaos x Magic, their recent work for clients like LEGO, IKEA and Absolut, and the story behind their name.
LBB> Tell us a bit about Chaos x Magic – when did you form and why?
Nils-Petter> We came together quite organically about a year and half ago on a project and we realised that we had assembled some of our favorite people to work with. That’s always the best way to work. We’d all been working with very similar brands.
The aim for Chaos x Magic is to be a place that is curious and open to creating new things, inspiring new ways of working and thinking. It’s exciting running towards uncertainty, rather than relying on tried and tested methods.
Our ambition is to make work that connects with big audiences made up of diverse groups and communities. To use the most means possible to trigger some good old fashioned feelings. There’s definitely a sense of upheaval in the industry, but as our name suggests, we see chaos as a key ingredient and an opportunity for making something wonderful.
LBB> What’s the story behind your name?
Zack> The name is a reflection of our core belief that the chaos of today isn’t something brands should avoid, but rather embrace. Because that’s exactly where you find the magic that can connect with and bring people together.
LBB> Tell us about up to three campaigns that epitomise what you do as a company.
Nils-Petter> LEGO ‘Never Stop Playing’ is the kind of brand entertainment we strongly believe in. Brands aren’t just competing for attention with each other, they’re competing with the best series, albums, memes and games out there. But work like this proves that brands can still stand a chance. With the right talent, craft and story, it’s possible to compete with the best of the best of the Internet.
IKEA ‘Do Something, Change Everything’ is a great example of the type of strategic and creative challenges that we love – taking a complex multi-layered issue and transforming it into an energising communication platform that works beautifully around the world. Being able to produce the first work from the platform with our good friends at Camp David was the cherry on top.
Absolut ‘Born To Mix’ illustrates our love of spotlighting subcultures in ways that can have mass appeal. In this case, we looked at the creatively competitive world of dance crews and dance battles, turning what could have easily been a forgettable product campaign into something that connected with all those who love to sip a cocktail or shake a leg.
LBB> Give us a fun fact about your company.
Zack> We found our name in our hero John Higgs’s wild book on ideas, ‘The KLF: Chaos, Magic and The Band That Burned A Million Pounds’.
LBB> What are your strongest opinions about your industry?
Nils-Petter> It’s inefficient and a bad investment to divide people, that’s why it's great for business when creativity brings people together.
LBB> What are you proudest of as a company?
Zack> We have an incredibly high bar on the talent in our agency. We’re proud that such an incredible group of humans are willing to trust and work with us.
LBB> What are some upcoming projects our readers should keep an eye on?
Nils-Petter> We're in the middle of some exciting projects for current clients, as well as some exciting new developments we look forward to announcing soon.
LBB> Where can we check out Chaos x Magic online?
Zack> You can check in on our company rabbit 24/7 as long as you don’t feed it after sunset at chaosxmagic.com.
