B-Reel Beefs Up in the U.S. with Anders Hallberg

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Director Anders Hallberg has signed onto the roster of integrated production company B-Reel. The Swedish-born, U.S. based director was previously represented out of Tool and works across a range of platforms. He directed award-winning work like Ikea's "Dream Kitchens" and "Come Into the Closet," with Forsman & Bodenfors; as well as spots for Skoda, Orangina, KappAhl and Know HIV/AIDS.

Hallberg is the shop's first U.S.-based signing." He was "our first choice as director when building on our NYC roster," says B-Reel CEO/co-founder Anders Wahlquist. "He is an experienced storyteller and broadcast commercial director with a curiosity and willingness to always find improved ways of working. His hard-earned experience from doing groundbreaking digital work for Ikea is essential when directing for hybrid work. The only shortcoming should be that he's born in Sweden, however being based in Manhattan for the past ten years could make up for it."

The production home to celebrated digital efforts like Doritos' Hotel 626 out of Goodby, the Sci-Fi Infinite Oz site out of Fallon, and campaigns for Nike, Sony and EA Sports, B-Reel also recently bolstered its traditional film offerings after partnering with Stockholm-based production company St. Paul to launch B-Reel Films.

The company has steadily been building up its U.S. presence for the last two years after opening an office in New York. "We really feel the concept is proven and are now keen on accelerating and getting B-Reel Films fully staffed," says Wahlquist, who himself recently moved from Stockholm to Brooklyn. The now ten-person office is currently working on two full hybrid projects with American agencies.

Meanwhile, Wahlquist says he's looking to add more director talent and staff, including a New York executive producer. To note: "They don't have to be Swedish," he says.

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