His career now stabilized along a London-Los Angeles axis, Fredrik Bond's leanings toward shaping palpable characters within grand-scale productions has similarly taken bountiful root. Since signing with MJZ for global representation a year ago, the Swedish-born former editor's proclivity for immaculate cinematic executions conveying themes via character-driven comedy and eerily surreal parables has born substantial fruit. "Gator," a worldwide Landrover spot through Rainey Kelly/Y&R, London, builds on the myth that New York's sewers are home to the titular reptile. "An unassuming man taking his morning coffee rescues the city," says Bond. "He's not a hero in any sense, but he has this car that takes him to exotic places easily, so he learned his skills from being out in the wild." Bond cast a Los Angeles Starbucks manager as the spot's hero. "We were looking for people with more of an ordinary twist to them. Maybe it's easier to find unusual, quirky characters outside of casting since the pros have already been used too much."
"Gator" made use of a combination of animatronic and real reptiles and was shot in a Los Angeles studio; so too was HP's "Digital Crime Fighter," which depicts a lowlife Parisian criminal being dragged at mouse-point into the gendarme's waiting van. "I enjoy a lot of studio work," says Bond. "You have full control over the sets, backdrops, lighting and total creative control of framing; you feel every screw in the set is there for a purpose."