Forget all the film school jive; first and formeost Hobby, a.k.a. Oskar Bård, is an ideas man. The 33-year-old director—repped out of Stink, @radical and his own shop Hobby Film in Sweden—says his value in the early phases of idea development more than outweighs his relative inexperience in directing, a career he launched into in 2005.
"I have another background, the creative background," he says. "I get inspiration from other things that get me thinking, boring stuff, more than films." Hobby was an art director at Stockholm's Mamne & Co. for 12 years before he started his own agency, Blond Swedish Amateurs in 2000, which perhaps explains why agencies have turned to turn to him for more than the average directorial plussing.
Swedish agency Farfar bought him onto "The Heidies," an ambitious Diesel web project in which a pair of babes clad in the brand's new intimates collections held a guy hostage in a hotel room until they achieved their "15 MB of Fame." The kidnappers and their victim, set up in a wired room with six cameras, appeared 24/7 on the Diesel website, where visitors could interact with them. Four weeks before the massive, five-day live event began, Hobby installed himself at the Farfar office to help script the project and orchestrate the online takeover, which went on to win a Cyber Grand Prix at Cannes.
Hobby worked with the creatives on a basic storyline, and a rough outline for each day's