shots Iconic Covers: Johan Renck

Directing vet Johan Renck has graced the industry with many top pieces of work in commercials, music videos and also a feature film over the years having worked with premium brands and established artists to hone his craft as one of Sweden's best exports.

In 2011, shots covered the career of the talented filmmaker with a feature in issue 127 of the magazine and since then, Renck has gone on to direct notable holiday campaigns for H&M and Marks & Spencer.

This year, he approaches the festive season with a big announcement of a new production venture alongside Svana Gisla and below takes time out to talk shots through his shoot for issue 127, before elaborating on the new content and entertainment company, Gisla & Renck.

Tell us about the idea and concept for your shots shoot in issue 127…

That happened a hundred years ago... I don’t even remember yesterday. My wife calls me The Goldfish.

Where did the shoot take place and how did you find the location?

I can tell you that the pictures are from my home in Manhattan. So pretty easy to find, yes.

Tell us about the animals around you and their significance to the scene?

They are all mine – the whole house is full of death... Not even sure why, as I am a vegetarian. Think it is childhood-related; the love for museum dioramas paired with a typical Swedish, swaly imagination.

Considering your background as a pop star, were you comfortable in front of the camera?

No, I really, really dislike being in front of the camera.

Tell us about your tear tattoo and what it means?

Like all my tattoos it doesn’t really mean anything. In early days it might have been some mild form of self-scarification. The tear I did on a rainy and drunk day in Gothenburg after we’d been to the Way Out West festival. I thought it was funny. Then.

How well do you think the series of images fit with the magazine feature in 2011?

Fairly well, I think. Or hope, rather. Because, again, what do I know? I can’t even remember doing it…

What was the feedback you received when the issue came out?

Internet hate and persecution. Nah, I’m just making that up.

You’ve just launched new company, Gisla & Renck; tell us about the thinking behind it and what you hope to achieve?

I’ve been around long enough to look for focussed relationships and playful and like-minded companions. Just like in love life. We feel it would be fun, as well as challenging, to find alternate routes to do what we love doing.

Why was Svana the right person to set up with?

She is the ONLY person to do this with. I have known her for a very long time, and the energy, relentlessness, audacity, cleverness and creativity she possesses is explosive. 

The company will focus on creative content for film and TV as well as traditional ad and music work. Tell us about the need for production companies to adapt to the modern landscape…

Adaption is tricky, as it is unilateral. I think I prefer to try to sway the world in the direction I want, and then see what happens. Stupid, possibly, but also exciting. I kind of relate to the views on the surroundings Don Quixote made up inside his mind.

Read our original interview with Renck, from 2011, here.