Talk us through an average day in your role:
No two days are ever the same, but most begin the same way, with that first coffee cup in hand, trying to carve out a few moments of stillness before diving into whatever the day throws at me. And depending on where we are in the process—pre-production, production, post, or delivery—it can be everything all at once. That’s the nature of it, overlapping timelines, shifting priorities, and always being in motion.
In pre-production, I’m overseeing everything from script breakdowns and scheduling to aligning creative vision with practical realities. During the shoot, I’m present in the conversations and keep the team moving forward. Post production has its own rhythm: quieter, more focused, but no less intense—reviewing edits, giving notes, refining sound, and protecting the core of the story until the final frame.
Alongside all that is the financing. I’m heavily involved in raising funds and navigating soft financing across the Nordic and European systems—crafting applications, deliverables, and ensuring the pipeline is secure.
It’s not glamorous. It’s not neat. But it’s deeply human. I found that being a producer means carrying the logistics, solving problems, and keeping things on course when chaos inevitably knocks. Some days I’m a strategist, other days I’m a therapist, often both before noon.
Sure, there are days when it’s completely draining—when the hours are long and everything feels on the edge, finding the team comes together, then something lands. Being a part of a solution makes the day. That’s when I remember: this is why I do it. This is what it’s all for.
I feel incredibly privileged to work alongside my co-owners and the extraordinary team at Glassriver. Our company is built on trust, curiosity, and a relentless commitment to story. I couldn’t imagine doing this work with anyone else. Over the years, we’ve faced our fair share of challenges, the kind that test your stamina, your instincts, and your ability to adapt under pressure. But what’s carried us through is the rare chemistry we’ve built as collaborators. There’s something truly special about being able to bounce ideas with people who speak the same creative language, where suddenly things align and momentum takes over.
Together, we’ve developed and produced a diverse slate of scripted content, from character-driven drama to bold and distinctive comedy, and seen our work reach audiences across many countries. That international reach is something we’re proud of, because it shows that the stories we craft from our corner of the world resonate far beyond it.
How did you get started in the media industry?
I entered the film industry around the year 2000, originally working as a makeup artist for films and TV productions. Soon, my real goal moved towards becoming a producer. I didn’t know many people in the business at the time, so I started from the bottom, working as a coordinator and production manager on smaller projects. Over time, with a lot of patience, persistence, and by rarely saying “no” to opportunities, I earned trust and eventually started producing for colleagues and former employers of mine at Sagafilm. I stayed there for 11 years and gained valuable experience across scripted production and live events. That period gave me deep insight into the production world and helped build relationships I still rely on today and I’m forever grateful for.
Working across different departments gave me a grounded, practical education and helped me develop a deep respect for every role on set. In the long run, this experience proved invaluable as a producer, because I understand what it takes to bring a project to life from the ground up.
What training did you have before entering the industry?
Before I became a makeup artist, I took quite the scenic route, both literally and figuratively. I grew up on a farm in the Icelandic countryside, where I learned the value of hard work, team effort, and how to genuinely enjoy what you do (even when it’s freezing outside and sheep don’t want to cooperate).
I always worked alongside my studies, for example, waitressing at restaurants, where I learned the fine art of customer service. It taught me to stay calm, keep smiling, and solve problems on the fly — skills that turned out to be surprisingly transferable to film sets.
At 20, one of the most impulsive—and ultimately formative—decisions I made was boarding a flight to Las Cruces, New Mexico. I landed in the heart of the “Wild West”, where tumbleweeds crossed the roads and Billy the Kid once awaited execution behind bars. I wouldn’t return home for another eight years.
During that time, I held a variety of jobs, but spent most of it as a preschool teacher at a private daycare, where I became known as Miss Abby. Those years taught me more about patience, improvisation, and creative communication than any manual ever could.
When I finally came back home, I started working at an advertising agency, which unexpectedly opened the door to the world of Film and TV productions and my way in was becoming a makeup artist, and I was in:)
After having been given the chance to take on various roles in film and TV productions, I felt most of my learning happened on the job — often stepping into new positions with little formal preparation but a strong willingness to figure things out. That hands-on, immersive approach shaped my understanding of the production process from multiple perspectives.
Why do you enjoy working in the industry?
I love the collaborative nature of this industry. At its best, it’s a creative collective with everyone moving toward the same vision. Since co-founding Glassriver in 2016, the joy has only grown. It’s incredibly rewarding to create original content with people I respect and trust.
Of course, it’s not always easy—this industry can be volatile, unpredictable, and emotionally demanding. But as clichéd as it sounds, going through tough times truly does make you stronger in the end. Every challenge has taught me something—about leadership, resilience, and the power of a team that believes in what they’re building. The meaningful stories we tell, and the strong partnerships that form along the way, make it all worth it.
What piece of advice would you offer someone looking to explore a role similar to yours?
Be humble, curious, and brave enough to say “yes” to opportunities—even when you’re not entirely sure how to do them yet. That doesn’t mean pretending to know everything, but being open: “I haven’t done this before, but I’d love to try.” Start with roles you can access, get to know different departments, and understand how the whole machine works. Also, be honest about your own path—mine wasn’t conventional, and there were times I worked for little or no money just to gain experience. I wouldn’t necessarily recommend that now, but for me, it was the right way. Most importantly, show up with respect and readiness to learn. That attitude will open more doors than anything else.
