David Reviews

 "You're not an artist, Peggy. You solve problems." Don Draper.

NEW LAND BRING NATANAEL ERICSSON INTO THE FOLD.
13 November 2019

Former director's assistant Natanael Ericsson is now a director in his own right at New Land.

The Swede has been with the company since its launch in 2015, and learned his craft at the right hand of directors Niclas Larsson and Gustav Johansson. Four years later, Ericsson's earned his own slot on the New Land roster.

This is thanks in large part to Ericsson's tidy showreel, which includes music videos, documentaries, and commercials such this sensitively observed piece for Swedish children's charity Barnens Rätt I Samhället (Bris).



As well as intimate work like this, Ericsson is known for his humour and grasp of style and tone. All of these elements are present and correct in this ad for Swedish law firm Vinge, wherein an eccentric furniture maker demonstrates a hands-off approach to chair design.



Such work already bodes well for Ericsson's future, with New Land keen to steer him towards other rewarding projects in both Scandinavia and the UK. For now though, check out the Swede's bracing profile of sous chef Robert Sandberg for Highland Park whisky.



To learn more about Natanael Ericsson and New Land's UK presence, ring Trine Pillay on 07870 657 578 or email her via trine@newland.tv.

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David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.