As a young man, it was a given for Magnus Cramer to follow in his father's footsteps and study to become an engineer. After technical training in high school and further studies at KTH, he got a position as a ventilation consultant. Rather soon, he felt that the job was not right for him. "Crawling around in attics and filling in all the paperwork was deadly boring," Magnus says. "Instead, I took my newly purchased SLR and moved to London. The idea was to give myself some time to think about what I would do for the rest of my life." Thanks to his technical background, Magnus has always had a great interest in illustration, design and architecture, which in turn led him down the path of photography. After two years in England, he returned to Stockholm and began a photography course at Kulturama. It was then that he really felt he had found his calling. "I realized that I liked the technical part more than directing people. Experimenting with complex lighting set-ups was really my thing." For four years, Magnus assisted photographer Jonas Karlsson (Vanity Fair, Conde Nast, etc.) then began freelancing in 2004 with his primary focus on cars, still life and food. One of his first assignments was for Ford, which was a real kick start. Things kept rolling with work for clients such as Peugeot, Olympus and Oriflame, to name a few. "There’s not a big difference in lighting cars or smaller items like makeup or food," he says. "The sizes of the objects vary, of course, but it's basically the same technique." In 2006 he was awarded with a bronze plaque in the prestigious International Automotive Advertising Awards, for pictures he took for Volvo.