New Land opens London production house

Mark Johnson's picture
by Mark Johnson

New Land, the award-winning Scandinavian production house, is launching in the UK.

The company, which is based in Stockholm and Copenhagen, will open a new office in London to represent its roster of directors 

New Land launched in 2014, and has since become Scandinavia’s most awarded production company. 

It has established a reputation for highly crafted, emotive work and prides itself with having a Scandinavian work and design ethic throughout both the production process and into the final films. 

London office

The new central London office will be headed up by Trine Pillay, the former Executive Producer at Smuggler London.

New lands: Scandinavian production house New Land sets up in London bureau

“We are proud to say that we have an almost equal split of male and female directors on our roster, which has contributed to New Land’s success in creating pioneering work, always with an unapologetically humanistic touch”, Pillay said. 

“Such a fresh and forward thinking approach has always excited me. I’m overjoyed to be launching New Land in London.”

Top directors

New Land’s roster includes Laerke Herthoni, one of Scandinavia’s top commercials directors, whose Volvo EVA film won a Grand Prix in Creative Strategy at Cannes 2019. 

She has also worked with CHOC children’s hospital, and brands including Arla, and jeweller Georg Jensen.

Sheila Johansson joined New Land Stockholm after starting out as an art director at McCann in New York. 

Her commercials credits include Mercedes-Benz, Swedish telco Telia, and fashion brand Weekday. 

She took the prestigious Roy Awards in Sweden by storm in 2018 by winning Best Director (first time for a female director), Best Film and Best Music Video


New Land’s three co-founders all continue to be working directors, including Gustav Johansson, who works worldwide on campaigns for brands including Volvo (Moments), H&M (Lady Like), HBO, Levi’s, Vogue and Nike. 

His work has won numerous awards including Cannes Lions, Clios and D&AD awards.

“We’re excited to bring our New Land design and sensibility, along with our democratic approach and strong focus on craft, together with the high level of creative from the UK clients and agencies”, Johansson said. 

“In addition, we have a strong track record in breaking and developing new talent.”

Co-founder Daniel Kragh-Jacobsen works across commercials, music videos and narrative films. 

His ‘The Family’ film for Ford won a Gold Lion at Cannes in 2016 and his short film ‘Next Stop’ was nominated for a Danish Academy Award. 

His short film ‘The Lift’ for shoe brand Bianco won two Bronzes and one Silver Lion at Cannes in 2019 as well as two Clio awards.

Casper Balslev, is also a co-founder, and is known internationally for his commercials, music videos and narrative content. 

His short film for fashion brand Han Kjøbenhavn was selected for the Saatchi & Saatchi New Directors’ Showcase. His awards include Cannes Lions and Eurobest awards. 

He has also directed music videos for acclaimed artists, including Alt-J, Marina & The Diamonds and The Presets. His commercials include work for brands such as Vodafone, Mercedes and Volkswagen. 

Niclas Larsson works across commercials and narrative films. His commercial work includes clients such as Volvo, Samsung and Chase Bank to name a few. 

Larsson was awarded the grand jury prize and the audience award at Gothenburg International Film Festival for his first short film, Vatten. 

Since then, Niclas has written and directed the short film series Magic Diner for Vogue, starring Alicia Vikander and Anna Wintour, and his recent emotive work for Mercedes has won numerous awards at Cannes, D&AD and the Clios.

The remaining roster comprises Tore Frandsen, Sandra Winther, Jan Gleie, Indra Hero Wide and Olivia Kastebring.