Commercial production company REVERSE has added Swedish director Daniel Börjesson to its roster for U.S. representation. Börjesson’s commercialmaking exploits include campaigns for BMW, Volvo, Porsche, Mazda, and SAS. His body of work also includes documentaries and music videos, collaborating with artists like Kylie Minogue, Axwell, and Giorgio Moroder.

This marks Börjesson ‘s return to U.S. representation after focusing on further building his cache in the automotive genre the past few years. He was last repped in the American ad market by Paranoid US.

“I’ve always admired the delicate blend of real emotions and striking visuals that Daniel brings to his work,” said Thibaut Estellon, founder/executive producer at REVERSE. “There is something beautifully palpable that surfaces from it. You can’t always put your finger on it, but you can definitely feel it. It’s a rare ability--and no more apparent than in his work as a car and lifestyle director. He’s also a talented editor in his own right, with a ton of VFX and production experience under his belt to help our clients meet today’s production challenges.”

According to Börjesson, REVERSE’s extensive car commercialmaking experience was a major factor in his decision to join the company.

“Due to its high visual storytelling aesthetics, I’ve been drawn to the car genre from the day I started directing TV commercials,” said Börjesson. “As someone who directs a lot of automotive work, it was crucial to have a U.S.-based production partner who understands the genre and how to elevate it, which was apparent in their recent campaign for Lexus. It’s a skill of its own.”

Börjesson’s penchant for directing cinematic, story-driven car spots stems from his background directing music videos from the early days. No matter what genre or medium he is working in, Börjesson says he keeps a red thread, emotionally and visually, throughout his work. At the same time, he keeps an open, collaborative spirit, letting his visual style evolve based on the needs of each project and the client.

Börjesson caught the directing bug while attending film school in Los Angeles. After working his way up the film industry ranks as an assistant director and assistant editor, he returned to Sweden to work as a commercial and music video producer. 

“REVERSE is an anomaly in its ability to achieve cinematic, tentpole productions while still having a boutique feel as a company,” added Börjesson. “A production partner who can strike that balance means everything to me.”