B-Reel Films (BR•F) has brought Swedish filmmaker Stina Lütz aboard its roster for U.S. and Swedish representation spanning commercials and branded content. This marks the director’s first signing in the American market.
Having primarily worked in the European markets until now, Lütz brings to BR•F a fresh and refined eye for commercial content. Clients and collaborators are drawn to the Stockholm-based director’s visual artistry and depth of knowledge handling documentaries, feature films and ad campaigns.
Lütz initially started out in the industry as a documentary filmmaker and TV director, and eventually moved towards narrative and commercial films. Holding dual degrees in film and media from the Stockholm Academy of Dramatic Arts (STDH) and the Royal Institute of Technology (KTH), Lütz blends an extensive knowledge of editing, photography and storytelling to create her work.
“I’m nerdy about all the details in a film production,” remarked Lütz, “Everything from scriptwriting, casting, scenography, cinematography, styling and lighting. It’s all equally important to me in order to make a stunning film.” Of her transition to short-form content, she explained, “Previously when working with big TV productions, I always felt that the broadcasters were satisfied before me whereas I wanted to continue and ultimately would get stopped. In the commercial business, on the other hand, it’s okay to be a nerd! The clients are equally nerdy about the details, which is something I really appreciate.”
Lütz is able to tell touching and emotional stories by meticulously breaking down a script and understanding it from the ground up. “Storytelling is everything for me. My philosophy has always been: if there’s no story, you can’t grab someone’s attention. Even if a script is highly visual and lacks traditional narrative, my process always comes back to finding some kind of narrative to connect to.” Case in point: Lütz’s H&M spot which Lütz adapted to tell the story of a horse who inspires through success, although visually impaired with a missing eye. Her array of other corporate clients includes Samsung, Disney, Audi, Bang & Olufsen, MTV, Universal, H&M, Telia, BMW, Libero and Nivea.
On how the signing came to be, BR•F managing director and executive producer Michael McQuhae explained how her cinematic empathy caught his eye: “As a father, any story about fathers or children has a great effect on me–‘Triplets’ was the one that really got me,” referring to the sisterhood-oriented Telia spot Lütz directed for the telecommunications company. “Her work is wonderful–the emotional storytelling element is so strong, and we have big ideas for what she’s looking to accomplish.”
Regarding her union with BR•F, Lütz shared, “I chose them because I believe in the team at BR•F, led by Michael–and of course because I already knew of their stellar reputation in Sweden. Also, BR•F is immersed in the feature film world, and it’s beneficial for me to be close to the entire business. It’s a creative, inspiring house, working with people who have a hand in various parts of the industry.”
