Directors to Watch 2008: Mathias Hovgaard

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Mathias Hovgaard
Mathias Hovgaard
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While it still may be early to peg a particular style to director Mathias Hovgaard, his commercial work so far demonstrates a keen eye for comedy and visual storytelling. A graduate of the European Film College and the University of Copenhagen, Hovgaard, 27, won a Young Directors award for a viral-flavored spot for Lada called Jump that sees the Eastern European auto classic take to the air via a gravel quarter pipe jump. While that spot may be an (pun!) extreme example, the young Dane uses a subtler version of visual gaggery to similar effect in spots for Danish online retailer Gyldendal that highlight a few realities of college life, whether it be the girl chugging ketchup and milk because there's nothing else in the fridge in Kitchen, or the poor guy who gets woken up and beSharpied by drunken roommates in "Party." Other notable moves include work for Danish transport company 3x34 that documents an unsuccessful moving effort and the construction of a beer cannon for suds brand Roskilde.

Read about Christopher Riggert, another of our 2008 Directors to Watch.

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