Sofie Broeng is the founder of SOFMEDIA, a European production company working with international brands in the fashion, beauty, sports and music industry. Sofie’s roster of international clients and legacy brands is very impressive: she’s worked with everyone from Netflix and Mercedes, to Puma and Gisou. As creative director, producer and stylist, but also as founder of the company, Sofie covers all things creative as well as business. 

She’s worked on some seriously cool campaigns, and so we wanted to sit down with her to hear about what she’s been up to, and how she got to where she is today.

Can you introduce yourself in a few sentences?

I’m a creative butterfly, always buzzing with exciting projects and exploring the world—whether in dresses or hiking boots! As the CEO and creative director at SOFMEDIA, my own female-founded production company, I’m all about turning bold, vibrant ideas into unforgettable campaigns. 

What do you do for work? How did you get to where you are today? 

I’ve always been a bit of an introverted extrovert, with a lot on my heart, and creating and designing has been my loudest form of expression. That’s why I’m drawn to confident, bold characters—they represent qualities I’ve always admired. My journey began when I moved to Amsterdam at 22, diving into the fashion, music, and sports scenes as a freelance stylist after years of modeling. I collaborated with brands like Zalando, Adidas, The Athlete’s Foot, and Naked Copenhagen, with my work featured on iconic platforms like Hypebeast and Vogue. 

At 25, I moved back to Copenhagen and styled the world-famous pop band Aqua, which took me on global tours and sparked my passion for dynamic storytelling. The next exciting chapter came when PUMA discovered my work on social media, leading to a 3.5-year freelance partnership as an art director and producer on their global campaigns. This journey connected me with iconic brands like Formula 1, Mercedes AMG, and BMW. I still remember the first time I saw one of my campaigns on the streets of NYC—it was absolutely surreal. 

At 27, I founded a production company with a mission to share my journey and help young creatives grow and create bold, vibrant campaigns while supporting and inspiring each other every step of the way. I’m incredibly grateful for the community I’ve built and the support we’ve received, and I’m excited to continue connecting and creating innovative, boundary-pushing projects with brands and people.

What does living a good life mean to you?

To me, living a good life means loving yourself and embracing change—self-development is key! It's about learning to spend your time wisely: using as much time in nature or laughing with loved ones as you do kicking ass and growing at work. 

What’s something you wish you’d known 5 years ago?

I wish I had known just how much pressure and time it takes to build a business and how isolating it can be. I didn’t realize how much freedom it would take away from my twenties and how much time it would take away from friends and family. Although the journey has been incredibly growth-inducing and taught me a lot about myself, I wish I had taken more breaks to enjoy the process. It would have saved me a lot of stress and allowed me to appreciate the small moments more.  

Who’s someone (famous!) you look up to?

Dua Lipa is a major inspiration to me. Her commitment to female empowerment and her ability to create a supportive and diverse community through her music videos and performances is remarkable. I admire her constant evolution, from not being a dancer to becoming as skilled as the professionals around her. Her curiosity, determination, and kindness, along with her efforts to share her success with her team, truly embody the spirit of pursuing dreams and supporting others.

What’s the best life lesson you’ve learned?

The best life lesson I've learned is that no one else is you, and that's your greatest power. Embrace what makes you unique and build on it. True strength and inspiration come from loving yourself and your abilities, both at work and in life. 

What do you dream about?

I dream of bringing more of the outdoors and nature into my life and work. My favorite job to date was a campaign shoot in Iceland, where the stunning landscapes left me feeling incredibly grounded and inspired. I’d trade a film studio for a glacier or mountain in a heartbeat!

What is one thing you recommend?

Live abroad and when you have kids, encourage them to do the same! It opens up a world of different cultures, perspectives, and friendships. The experiences and connections you'll make are truly unforgettable. Moving to Amsterdam was one of my best decisions ever!

Finally, give us a hotspot in your city!

Copenhagen is full of fantastic spots, especially in the summer. Some favorites include La Banchina, Kalvebod Brygge, Reffen, Friheden, and the Meatpacking District. Each offers a unique experience depending on the season!