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B-Reel

B-Reel is an independent creative agency founded in 1999 in Stockholm, Sweden, specializing in innovative projects at the intersection of storytelling, technology, and culture to create engaging brand experiences.^[1] With a global presence, the agency maintains offices in Stockholm, New York, Los Angeles, Barcelona, and Berlin, fostering a shared culture of curiosity and collaboration across its teams. B-Reel provides a range of services including brand positioning, customer experience (CX) design, advertising, and direct-to-consumer (DTC) strategies, helping modern brands become both functional and conversation-worthy.^[2] The agency has collaborated with prominent clients such as Nike, H&M, Google, The North Face, and Activision Blizzard, delivering digital products, communications, and commerce solutions tailored to evolving consumer needs.^[3] Among its notable achievements, B-Reel co-produced the interactive music video The Wilderness Downtown for Arcade Fire in 2010, which personalized the viewer's childhood hometown using Google Street View data and won multiple awards including Best of Show at SXSW Interactive.^[4] It also produced the Emmy-winning social film series The Beauty Inside for Intel and Toshiba in 2012, featuring over 100 actors as the lead character and integrating user-generated content through social media casting.^[5] Additionally, B-Reel developed Earth Studio, a browser-based animation tool leveraging Google Earth imagery, which was initiated in-house and acquired by Google in 2018 to empower creators with accessible motion design capabilities.^[3]

Overview

Founding and mission

B-Reel was founded in 1999 in Stockholm, Sweden, by Anders Wahlquist, Petter Westlund, Pelle Nilsson, Johannes Åhlund, and Fredrik Heinig.^[6] These founders, who remain involved with the company, established it as a creative agency dedicated to pushing boundaries in digital production.^[6] From its inception, B-Reel's mission centered on blending compelling storytelling with emerging technologies, such as interactivity and animation, to develop innovative creative projects that integrate digital and film elements.^[3] This vision emphasized fully integrated solutions for advertising and branded content, setting the agency apart in the evolving landscape of media production.^[7] B-Reel originated alongside the advertising agency Spader Knekt, with which it collaborated closely from the start, focusing on the seamless fusion of digital innovation and traditional filmmaking.^[6] This partnership laid the groundwork for B-Reel's approach to creative work. B-Reel Films emerged as a related entity through a subsequent merger, further solidifying its production capabilities.^[6]

Services and business model

B-Reel offers a range of core services centered on strategic consulting, creative direction, digital production, design, branding, advertising, and technology-driven experiences. These include brand positioning and strategy, identity design, customer experience (CX) design, prototyping and development for digital products, advertising and content creation, social activations, direct-to-consumer (DTC) strategy, ecommerce solutions, and product storytelling.^[2] The agency's approach integrates these services to create meaningful, innovative experiences at the intersection of storytelling, technology, and culture, enabling brands to engage audiences in novel ways.^[8] As an independent creative agency, B-Reel operates under an umbrella structure that supports ongoing ventures, allowing for flexible, interdisciplinary collaboration across storytelling and technology disciplines.^[3] This model emphasizes long-term strategic partnerships rather than transactional projects, fostering innovation in custom software development and branded content.^[9] Key divisions include Feels Like Studio, launched in 2023 as a sister entity focused on digital design and innovation in collaboration with B-Reel, which pushes boundaries in interfaces, software products, and experiences.^[10]^[11] B-Reel has also developed proprietary applications such as State, a breathwork app designed to enhance mental and physical well-being by adapting to users' stress responses, and Live Boutique, a software and hardware platform for immersive live shopping experiences.^[3]^[12] With approximately 110 employees globally as of 2025, following staff reductions including the closure of its London office, B-Reel relies on interdisciplinary teams of storytellers and technologists to deliver these services, maintaining a nimble structure across its international offices in Stockholm, New York, Los Angeles, Barcelona, and Berlin.^[13]^[14]

History

Origins and early development

B-Reel emerged from the Swedish creative landscape in the late 1990s, when digital media was gaining traction amid the dot-com boom. In 1995, the television production company Spader Knekt (later renamed St Paul) was founded by Fredrik Heinig and partners, focusing on film and TV content. By 1999, key figures including Anders Wahlquist, Petter Westlund, and Pelle Nilsson—experienced in film production through Spader Knekt—established B-Reel in Stockholm as a digital production outfit, initiating a close collaboration with Spader Knekt to explore experimental hybrids of digital technology and traditional filmmaking.^[15]^[16]^[17] This partnership allowed B-Reel to blend interactive digital elements with Spader Knekt's narrative expertise, producing early works that pushed boundaries in multimedia storytelling during a period of technological transition. The two entities operated in tandem for nearly a decade, sharing resources and talent to navigate the challenges of the post-dot-com bust era, including limited broadband infrastructure and scarce funding for innovative digital ventures. B-Reel's vision centered on pioneering interactivity in advertising and content, capitalizing on Sweden's burgeoning creative advertising scene, which emphasized bold, tech-forward ideas.^[6]^[17] A pivotal milestone came in 2009, when B-Reel and Spader Knekt fully merged to form B-Reel Films, solidifying a unified production arm dedicated to drama, television, and commercials. This integration marked the end of B-Reel's formative phase, enabling more seamless execution of hybrid projects while addressing the era's constraints on digital experimentation. In the late 2000s, B-Reel launched its initial interactive initiatives, including fashion-oriented experiences that highlighted user engagement through emerging web technologies, further establishing its role in evolving advertising formats.^[17]^[6]

Growth and international expansion

Following its establishment in Sweden, B-Reel began significant international expansion in the late 2000s and early 2010s, starting with the opening of its New York office in 2007 and London office in 2008 to tap into major markets for digital and advertising projects.^[6] This was followed by the launch of its Los Angeles office in 2010, which focused on film and branded content production, enabling closer collaboration with Hollywood clients and enhancing the agency's global creative capabilities.^[6] By 2013, B-Reel further scaled its European presence with new offices in Berlin and Barcelona to support regional advertising and interactive media initiatives.^[6] In parallel, B-Reel evolved its production arm through strategic internal developments, transforming B-Reel Films—originally rooted in a 1995 film entity—into a fully independent production company by the mid-2010s, with a major rebrand in 2017 that emphasized global storytelling and technology integration.^[18] The agency launched multiple divisions during this period, including content and product design branches by 2012, to diversify beyond traditional advertising into interactive experiences.^[17] Entering the 2020s, B-Reel introduced technology-focused studios like Feels Like Studio, which specialized in design and animation tools, reflecting a shift toward software-driven creative ventures.^[3] Recent developments highlighted B-Reel's innovation in digital tools, notably its initiation and development of Earth Studio in 2018—a browser-based animation platform using Google Earth's imagery—which was subsequently acquired by Google to enable broader geographic storytelling applications.^[19] Post-2020, amid pandemic-driven shifts, B-Reel adapted by emphasizing virtual and mobile experiences, such as the 2022 Moncler app launch, which integrated personalized shopping with immersive digital interactions to meet evolving consumer demands for remote engagement.^[20] In 2023, B-Reel formed a development fund with Black Bear Pictures to co-produce Scandinavian content for international film and TV, further expanding its production footprint.^[21] In November 2024, B-Reel Films acquired film and TV rights to the Swedish novel Jävla Karlar by Andrev Walden, continuing its focus on original Scandinavian content.^[22] In January 2025, director Filip Tellander returned to B-Reel Films to helm commercials and drama projects.^[23] This growth transformed B-Reel from a small Swedish team of fewer than 50 in the early 2010s to over 150 employees across its global offices by 2024, with a heightened focus on serving multinational clients in technology and branded content.^[24]

Organization and operations

Global offices and structure

B-Reel is headquartered in Stockholm, Sweden, which serves as the company's creative and strategic hub since its founding there in 1999.^[3] The agency maintains a global presence through offices in Stockholm, New York, Los Angeles, Barcelona, Berlin, and London, enabling localized expertise while fostering cross-office collaboration on international projects.^[25]^[7] In the United States, the New York office in Brooklyn focuses on advertising and branded content, while the Los Angeles branch emphasizes film and entertainment productions.^[26] The Barcelona office supports European design and digital initiatives, complementing the Stockholm headquarters' overarching strategic role.^[25] B-Reel's organizational structure is deliberately lean and decentralized, promoting regional autonomy across offices united by a shared culture of curiosity and innovation at the intersection of storytelling, technology, and culture.^[2] This model facilitates agile operations and global client servicing, with teams collaborating seamlessly on multidisciplinary projects.^[2] A key component of the structure is the integration of B-Reel Films, founded in 1999, which operates as a sister production company enhancing capabilities in film, television, and commercials.^[27] B-Reel Films maintains offices in Stockholm and Los Angeles, enhancing the agency's overall production footprint while maintaining operational synergy with the creative divisions.^[27]

Leadership and key personnel

B-Reel is led by a core group of managing partners who oversee its creative and production operations across film, television, and digital projects. Fredrik Heinig, a founding partner, serves as Managing Partner for Film & TV, bringing expertise in narrative development and production from the company's early days in Stockholm.^[27] Johannes Åhlund, another original founder and Managing Partner, focuses on production leadership in Europe, with a background in political science and hands-on involvement in directing and producing content that blends storytelling with innovative formats.^[27]^[28] Pelle Nilsson, also a founding partner, acts as Managing Partner with oversight of the Los Angeles office, emphasizing global expansion and interdisciplinary collaborations in technology-driven media.^[27]^[6] Ulf Synnerholm rounds out the managing partners as a key executive steering strategic direction, particularly in integrating emerging technologies like AI into entertainment production.^[27] This founding team's continued involvement ensures B-Reel's emphasis on fusing artistic vision with technical innovation, guiding the company through its evolution from a digital agency to a multifaceted creative studio.^[29] Among notable hires, Patrick Gardner joined as Executive Producer and business development lead for the Los Angeles operations in 2023, enhancing B-Reel's capacity for high-profile film and branded content projects in North America.^[30] In the realm of key contributors, B-Reel Films signed the directing duo awesomenessness in 2023, a team specializing in AI-infused art and entertainment that aligns with the company's push into cutting-edge visual storytelling.^[31] These figures exemplify B-Reel's interdisciplinary approach, where expertise in technology and narrative drives influential projects at the intersection of culture and media.^[3]

Notable works

Digital and interactive projects

B-Reel has pioneered several digital and interactive projects that integrate advanced technology with immersive storytelling, emphasizing user participation to create personalized experiences. One of its seminal works is The Wilderness Downtown (2010), an HTML5-based interactive music video for Arcade Fire's song "We Used to Wait," which utilized Google Street View to incorporate users' childhood hometowns into the narrative, allowing viewers to release digital birds and interact with animated sequences that reflected personal memories.^[32]^[4] This project, developed in collaboration with Google Creative Lab, was hailed as one of the most innovative web experiences of its time, demonstrating how geolocation and browser technologies could foster emotional engagement.^[33] Another early milestone is Hotel 626 (2008), an online horror experience created for Doritos that transformed users into participants in a haunted hotel escape game, requiring real-time interactions via webcam, microphone, and phone calls to navigate challenges like singing to a demonic baby or solving puzzles with live actors.^[3]^[34] The project's fourth-wall-breaking mechanics, including personalized calls to users' actual phone numbers, created a sense of immediacy and terror, setting a benchmark for browser-based horror interactivity.^[35] In terms of technological innovation, B-Reel developed Earth Studio, a browser-based animation tool leveraging Google Earth's geospatial data to enable creators to produce cinematic fly-throughs and visualizations without specialized software.^[19] Initiated at B-Reel's Feels Like studio and acquired by Google in 2018, it democratized high-quality 3D mapping animations, allowing users to keyframe camera paths and render satellite imagery for educational and artistic purposes.^[3] More recent efforts include the State app (launched in 2019), a mobile breathwork tool designed to enhance mental and physical well-being by adapting guided exercises to users' stress responses through an AI-driven algorithm, developed in partnership with neuroscientist Andrew Huberman and breathing expert Brian Mackenzie.^[12] Complementing this, B-Reel's Live Boutique platform (introduced in the early 2020s) is a proprietary hardware-software solution for live video shopping, featuring integrated cameras, lighting, and asset management to enable immersive, interactive product demonstrations during virtual sessions.^[3] These projects underscore B-Reel's influence in merging narrative depth with interactive elements, inspiring subsequent digital experiences that prioritize user agency and technological seamlessness, as evidenced by awards like the One Show for Hotel 626 and widespread acclaim for The Wilderness Downtown as a transformative web innovation.^[35]^[4]

Advertising and branded content

B-Reel has established itself as a key player in advertising and branded content by blending storytelling with innovative digital elements to create immersive narratives for global brands. The agency's approach emphasizes the integration of digital tools—such as augmented reality, interactive platforms, and data-driven personalization—with traditional advertising formats like film and social media campaigns, enabling brands to foster deeper emotional connections with audiences. This methodology allows for dynamic, multi-channel experiences that extend beyond static ads, often incorporating user participation to enhance engagement.^[3] Among B-Reel's major campaigns, its work for Nike highlights interactive sports experiences designed to inspire action and community. For instance, the 2023 "Come Run With Us" campaign transformed New York City into an interactive running hub through geolocated digital takeovers, posters, and app integrations that encouraged urban runners to join virtual and physical events, effectively merging real-world exploration with Nike's performance ethos. Similarly, the 2019 "Dream Crazier" film spotlighted athlete Alex Roca Campillo, the first person with cerebral palsy to complete the 900-kilometer Titan Desert race, using cinematic storytelling amplified by social media to promote resilience and inclusivity in sports. These efforts underscore B-Reel's ability to craft purpose-infused narratives that align with Nike's "Just Do It" mantra while leveraging digital interactivity for broader reach.^[36]^[37] In the fashion sector, B-Reel has collaborated extensively with H&M on digital storytelling campaigns that redefine brand positioning through cultural relevance and bold visuals. The 2023 "Make Up Stories" global relaunch for H&M Beauty featured a series of films showcasing mascara styles as narrative tools, distributed across social platforms and in-store experiences to empower users in self-expression. Earlier, the 2022 "Wear That Feeling" menswear campaign starring Pete Davidson used humorous, relatable scenarios to build confidence in everyday style choices, with digital extensions like interactive quizzes enhancing personalization. Additionally, the 2021 "Beyond the Rainbow" Pride initiative created immersive content around LGBTQ+ stories, integrating AR filters and social challenges to promote inclusivity beyond traditional seasonal ads. These projects demonstrate B-Reel's focus on evolving fashion advertising into experiential, dialogue-driven formats.^[38]^[39]^[40] For audio and social impact brands, B-Reel has delivered transformative branded content that prioritizes accessibility and empathy. With Storytel, as global agency of record since 2020, B-Reel developed the "Set Stories Free" platform, rolling out across 22 markets with a unified visual identity using playful typography to evoke storytelling's fluidity; campaigns like "This is Storytel, and Stories for Now" promoted audiobooks via short films and app integrations, positioning the service as an essential daily companion for diverse audiences. In the nonprofit space, B-Reel's partnership with Save the Children has produced purpose-driven ads addressing child welfare, such as the 2020 "Here and Now. For the Future" campaign, which featured real children's voices in films narrated by Greta Thunberg to advocate for immediate action on global crises, amplified through digital petitions and social amplification. Other efforts, like the 2022 "The Inside is Difficult to See" mental health initiative with the Tim Bergling Foundation, used animated shorts to destigmatize youth struggles, distributed via targeted online platforms.^[41]^[42]^[43] B-Reel's advertising work operates at a global scale, drawing on its offices in Stockholm, London, New York, and beyond to coordinate end-to-end production from concept ideation to multi-market execution, ensuring cultural adaptation without diluting core narratives. In the 2020s, the agency has shifted toward purpose-driven content, increasingly prioritizing campaigns that address social issues like mental health, inclusivity, and sustainability, reflecting broader industry trends while maintaining commercial impact through measurable engagement metrics in digital ecosystems. This evolution is evident in collaborations like those with Save the Children, where branded content not only raises awareness but also drives advocacy and donations via integrated digital calls-to-action.^[3]^[44]

Film and television productions

B-Reel Films, the film and television production arm of B-Reel, was established in 1995 as an independent entity focused on feature films and TV content, later integrating with the parent company in 1999 to expand its scope.^[17] The division specializes in developing, financing, and producing narrative projects, often bridging Scandinavian talent with international markets while managing key creative personnel.^[45]^[21] Among its notable feature films, B-Reel Films co-produced Midsommar (2019), a psychological horror film directed by Ari Aster that follows a group of friends attending a remote Swedish festival, blending folk horror elements with themes of grief and cult rituals.^[46] The production marked a significant international collaboration, with B-Reel handling aspects of development and financing alongside partners like A24 and Square Peg.^[47] In television, B-Reel Films produced the 2024 Netflix miniseries The Helicopter Heist, an eight-part suspense drama based on the real-life 2009 Västberga helicopter robbery in Sweden, emphasizing the heist's planning and execution through character-driven storytelling.^[48]^[49] The company also released the 2025 documentary Being Bo Widerberg, which explores the life and career of Swedish filmmaker Bo Widerberg, highlighting his rise amid the shadow of Ingmar Bergman and his influence on post-war Swedish cinema.^[50]^[51] B-Reel Films also produced Brightly Shining (2025), a Norwegian family Christmas film directed by Ida Sagmo Tvedte, in which two sisters take over their father's Christmas tree business after he loses his job, blending holiday themes with themes of resilience and family.^[52]^[53] B-Reel Films co-produced Kung Fury 2 (filmed 2019), a martial arts action-comedy sequel to the 2015 short film directed by David Sandberg and featuring Arnold Schwarzenegger and Michael Fassbender. As of 2025, the film remains unreleased due to ongoing legal issues in post-production.^[54]^[55] Additionally, in 2024, the company acquired film and TV rights to Andrev Walden's bestselling novel Jävla Karlar (translated as Bloody Men), a coming-of-age story centered on a young boy's experiences with violence and masculinity in contemporary Sweden, planned for adaptation under director Jens Sjögren.^[22]^[56]

Awards and recognition

B-Reel has received widespread recognition for its innovative work in advertising, digital production, and branded content. The agency has been named the most awarded company by the Favourite Website Awards (FWA).^[7] In 2010, it was ranked the No. 1 Digital Production Company worldwide by Creativity magazine.^[6] At the 2017 Clio Awards, B-Reel won six awards, including a Grand Clio for its work with Gorillaz.^[57] In 2019, it received a Webby Award and two People's Voice Awards.^[58] That same year, Ad Age awarded B-Reel Gold in the Small Agency of the Year category for the Northeast region.^[59] In 2018, Fast Company named B-Reel No. 6 on its list of the Top 10 Most Innovative Companies in Music.^[60] At the 2023 Roy Awards, B-Reel Films, a sister company, secured four wins, including Best Production Company.^[61] In 2024, B-Reel was recognized as Best Employer of the Year by the Swedish Film & TV industry.^[62] Notable project-specific awards include Best of Show at SXSW Interactive for The Wilderness Downtown (2010) and a Primetime Emmy for The Beauty Inside (2012).^[4]^[5]

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Oct 11, 2023 · We're thrilled to announce the launch of Feels Like, a brand new, 25 year old, digital design and innovation studio with roots from B-Reel.
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Dec 12, 2018 · We wanted Google Earth Studio to be a breeze of fresh air in the animation software landscape: light, simple, easy to use, fast, yet incredibly powerful.
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Jun 24, 2022 · Moncler partnered with B-Reel to create a new and personalized shopping experience for mobile devices. More than a shop, the app is an inspiration.
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How many employees does B-Reel have? B-Reel has 135 employees What industry does B-Reel belong to?
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Stockholm. sthlm@b-reel.com · ☎️ . Barcelona. barcelona@b-reel.com · ☎️ . Los Angeles. la@b-reel.com · ☎️ . Our sister studio. new@feelslike.studio.
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H&M Wants to Build Men's Confidence Through Their Fashion
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Sweden's B-Reel Films picks up TV and film rights to Andrev Walden ...
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