Norwegian director Kasper Häggström is the toast (or perhaps toaster) of Epoch Films as he joins for UK and European representation. Häggström's love of toasted bread became apparent in 2020 when he directed a Kelly Lee Owens promo with Michael Sheen, one of the stars of lockdown telly.
The Welshman plays man with a disconcerting breakfast issue: a toaster that disappears bread into the ether seemingly at will. Häggström allows the viewer to work out the wheres (but not the whys) of the missing toast, and lets Sheen become as flummoxed as his Staged alter ego.
The director then left Sheen's kitchen for the countryside in his promo for Radiohead's If You Say The Word. Two men search nearby woods and fields for anyone in office wear; some are easy prey, but others require cunning to take down. One white-collar worker even manages to wander off with a hunter's catcher pole around his neck.
Kaspaer's nuanced comedic undertones, coupled with his strong visual identity, make him a perfect fit for the Epoch UK ethos.
The narrative arrives where you expect it to, but moments like a confined sandwich run and a bleak study of road directions in central London make this a tragicomic treat. Though If You Say the Word is from the early Noughties, its uneasy tone is bang up to date.
Such work leads Epoch's Nick Fewtrell to say: "We are honored and thrilled to have Kasper join the Epoch UK family. Fresh from his VMA success with Radiohead, he brings a wonderful understanding of the beautiful filmic worlds he creates. His nuanced comedic undertones, coupled with his strong visual identity make him a perfect fit for the Epoch UK ethos and roster moving forward."
Häggström, meanwhile, keeps it short and sweet: "I'm very excited to join Epoch. I've had a great time making music videos in the UK and I'm looking forward to making a transition into the world of commercials."