Axel Sigurðarson: Commercial, Lifestyle, and Travel Photographer in Iceland

Born and raised in Reykjavík, Iceland, I grew up travelling across the country with my family — through remote valleys, rough coastlines, mountain roads and ever-changing weather. Those early journeys shaped the way I see the world: with an eye for atmosphere, movement, human presence and the connection between people and place.

After studying photography in Denmark, I began working internationally with agencies, brands and magazines. Over the past decade, I have created advertising campaigns, editorial stories and commercial imagery across lifestyle, outdoor, travel and automotive photography.

My work is rooted in real locations, natural light and believable moments. I’m drawn to stories that feel human and grounded — whether it’s an advertising campaign in the Icelandic highlands, a travel story on the coast, an automotive shoot on remote roads or a portrait made in quiet light.

When I’m not behind the camera, I’m likely running or hiking trails, playing with my kids, or listening to blues music in a remote mountain cabin.

Alongside photography, I offer Iceland-based location scouting and production support for international brands, agencies, photographers and directors. From Reykjavík, I help creative teams plan shoots across Iceland with local insight into locations, weather, light, logistics, access and realistic production planning.