BestFriend, a bicoastal production company launched by industry vet Zak Thornborough, has added automotive/lifestyle director Nicolai Iuul to its roster. This marks Iuul’s first official U.S. commercial representation.
Iuul’s initial campaign out of BestFriend is a multiple-spot Jaguar campaign created for agency Spark44. Additionally, he just wrapped Ducati’s latest motorbike launch and the campaign debuting the new Dodge Hellcat, which he filmed at the famed Indianapolis Motor Speedway last month.
Iuul first cut his teeth in film working as a producer in his native Denmark and then London. He made a successful transition to directing. His instinctive eye for the cinematic naturally gravitated towards cars and the lifestyles that surround them, and he was selected to helm a branded show to launch eBay’s automotive offering. Iuul’s affinity for the genre was apparent, leading him to shoot approximately 50 films for the brand across a range of locations.
“The fact that Nicolai has years of experience as a producer gives him an added edge,” said Thornborough. “He approaches each project with an understanding of the requirements and full respect for the creative process. It’s an invaluable combination.”
Iuul has automotive ad credits spanning such clients as the Dodge Demon, along with campaigns for Mercedes, Toyota, Audi, Mitsubishi, Infiniti and Fiat. His work in the luxury market includes capturing the high-performance handling of 15 supercars across a snow-lined racetrack in his “Winter Academia” spot for Lamborghini, and showcasing the Ducati Scrambler on a full-throttle ride through Joshua Tree in the short film Desert Sled.
In recent years, Iuul has delved deeper into narrative work that lives somewhere between documentary and lifestyle. His versatility working across these worlds has led him to collaborate with clients like Levi’s, Glad and Sonos.