Gustav Sundström joins Business Club @ Serial Pictures

Director Gustav Sundström has joined Business Club @ Serial Pictures for branded entertainment, commercial and music video representation in the US, under the companies’ previously announced North American partnership.

Already represented by Business Club across the UK and Sweden, Sundström’s move into the US reflects a continued expansion and commitment to building a focused roster of distinctive directing voices internationally for Serial and Business Club.

At the core of Sundström’s work, says Business Club @ Serial Pictures, "is a distinct comedic voice, where performance is naturalistic, logic is slightly bent and humour emerges from emotional truth rather than punchline construction". 

Whether staging a surreal musical moment in an everyday setting or guiding a character through an inexplicably enchanted version of reality, Sundström’s films carry a consistent belief: the bizarre works best when treated as normal, and brands including IKEA, Minecraft, Plusnet and Burger King have all leaned into this approach.

Sundström is a Co-Founder of Business Club, where he has built a practice rooted in character-led absurdism and meticulous craft, and Serial Pictures Founder and Executive Producer Violaine Etienne says; “Gustav’s mind is the kind you’d happily trespass into — a wonderfully unhinged place where wit sparks emotion, realism completes cinematic expression, and the most absurd idea in the room ends up being the smartest. We couldn't be more exited to go down the rabbit hole with him!”

"Getting repped in the US has always been the plan. Serial Pictures just made it harder to keep procrastinating,” adds Sundström. “Can’t remember the last time I was this excited about what’s coming. Most plans don’t work out. This one did.”

“Gustav is part of the Business Club’s DNA so having him join Business Club @ Serial is a perfect next step in our evolution between us,” says Business Club Executive Producer Jay Lovelock. “Gustav’s unique and distinct take on creative, storytelling and characters is definitely rooted in Scandinavia, but has huge potential appeal and cross over with US audiences and we’re excited to give him this platform to do so.”