CAMPAIGN CRAFT: PORTFOLIO - Calle Astrand

Calle Astrand describes himself as a country boy from Sweden who enjoys telling stories. But he’s not as wholesome as he sounds - the stories he tells are unusually ’weird’ and he long ago moved out of the woods and into Stockholm.

Calle Astrand describes himself as a country boy from Sweden who

enjoys telling stories. But he’s not as wholesome as he sounds - the

stories he tells are unusually ’weird’ and he long ago moved out of the

woods and into Stockholm.



He has just signed up with @radical.media as a commercials director

after getting his career off the ground at the Producers. Calle is

already establishing a reputation as a comedy director with a

Scandinavian flair for capturing an odd and eccentric mood.



Bartle Bogle Hegarty’s new Lynx campaign is the most familiar work on

his reel. He is also finishing off an Adidas spot for Leagas Delaney.

Calle’s reel also includes two campaigns for Ikea and the National

Institute for Public Health, both of which showcase his offbeat

humour.



’When I tell a story I like to exaggerate a bit, but not so people don’t

believe it,’ Calle says. ’I want to be good at directing actors and I’m

not afraid to go in close on people.’ Some of his Norwegian Ikea ads

push this theory to the limit - one spot involves a naked man propping

up his entire kitchen while trying to rescue his car from being towed

away.



Calle approached advertising agencies straight from art school, and was

soon ’changing light bulbs and taking out the garbage’. After his

national service, he reinvented himself as a director, spent a year

freelancing in Oslo, and then set up a production company, EPA, in

Stockholm.



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