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Magnus Härdner joins Abelone Films
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The award-winning Swedish director Härdner brings charm, humour and a fresh visual edge to Abelone's German roster.
Abelone Films announce the signing of award-winning Swedish director Magnus Härdner for exclusive representation in Germany.
The news follows the success of a recent project for McDonald’s Germany, which signalled a natural creative alignment between Härdner and the production company.
“I’m thrilled to be signed by Abelone Films,” says Härdner. “Our shared approach to redefining visual storytelling connects and enables us to create original work.”
Härdner, who hails from Gothenburg, began his creative journey in his parents’ basement crafting horror films and animated art pieces. With roots in the visual arts, he first gained recognition as a painter before shifting focus to music videos, directing for various Swedish rap, pop and indie artists. One notable early project includes the music video for Tom Odell’s I Know, which marked a turning point in his career as a director.
With over two decades of directing and editing experience, Härdner is known for his keen eye for beauty in small details and an ability to find humour in the serious. His work blends authenticity, rhythm, warmth and a playful charm, adapting fluidly across genres and styles.
Executive producer Sören Haxholm shares, “His workflow is about pushing creative boundaries and redefining visual storytelling.”
Härdner’s commercial work includes collaborations with global brands such as Coca-Cola, Spotify, McDonald’s, Google, IKEA and Lidl, and his music video and advertising projects have consistently garnered awards.
“People connect with Magnus’ work because of its sympathetic charm and understated moments,” adds Inga Schlüter, executive producer at Abelone Films. “That’s what makes it so unique and enjoyable to watch. We couldn’t be happier to announce that he is on board.”
Haxholm continues, “Magnus brings a fresh edge to directing. It’s a joy to realise projects with him, he has the gift of assembling casts that elevate the work to another level.”
Together, the team looks forward to developing standout creative that blends storytelling, humour and human connection in equal measure.
