Hallberg's Chipotle: Not off the old block

By Ti Published on .

Scoring an eight-spot PSA campaign and a corporate film isn't terribly bad these days for a young director only just arrived on the U.S. commercials scene. But considering it's a PSA campaign from Crispin Porter + Bogusky and a corporate video (and one of the first projects) from Mother/New York, it becomes something of a bigger splash. Latest Believe Media signee Anders Hallberg, who recently made the move from his native Sweden to New York, recently wrapped the Mother project, a short for Chipotle Grill, which, naturally, makes a mockery of the established wisdom about corporate video. The film was conceived as an internal training and brand boosting tool for Chipotle as it goes through a period of explosive growth. Like many training videos before it, it centers on a girl who falls in love with a burrito, and the family strife that ensues, and features a cast of 22 characters, animation, music (including an all-singing all-dancing finale), comedy and serious drama. At the same time, Hallberg was awarded a new Kaiser Foundation AIDS awareness campaign out of CP+B.

While just now immersing himself in the U.S. market, Hallberg has already done a significant tour of promo and spot duty back home-he began directing clips at age 18 and helmed his first spots for the Scandinavian market in 2001, through Jonas Akerlund and Johan Renck's PAR in Sweden. His reel is a mix of stylish visuals and low-key humor, including a slick, fast-paced spot for Swedish clothier KappAhl; a pared-down Sellotape ad; and a richly detailed, subtly humorous outing for Danske Invest. Hallberg says he's looking to maintain a broad palette for his work, rather than being pegged for one style. "I like to be given a story, to nurse it and to focus on what the story would benefit from," he says.

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