Based in Stockholm, Axel Engström is reshaping luxury advertising with COPY Lab, an AI-powered studio. Specializing in fashion and beauty, he anticipates cultural shifts to craft campaigns that leave a mark  like those for Absolut Vodka, NK, and Pressbyrån

​​

Axel uses AI to amplify human creativity. From editorial work to immersive brand worlds, his visuals are vibrant, inclusive, and striking. His process combines instinct and innovation with

a commitment to authenticity

​

A global tastemaker, Axel doesn’t follow trends he sets them

​