Director's Works
Estrid, Very Lagom Razor BABYBABY
BABYBABY is a London-based director duo known for strong visuals, powered by a sharp and slightly unhinged sense of humour. Made up of Josefin Malmén and David Strindberg, they create bold, character-driven worlds where things are taken very seriously… right up until they aren’t.
Their short film Flex screened at international festivals including Sundance and SXSW. Commercial work includes Netflix, Adidas, H&M, and LEGO, with longer-format projects in development that sit in the same tonal space (somewhere between controlled chaos and precise stupidity).
Meet Ben, founder of Estrid. Except he’s not Ben, just a guy hired to play him. His suit isn’t real either, nor is the Swedish countryside behind him. The roller skis? Weirdly so.
Serving as an antidote to the traditional “macho” marketing surrounding facial razors, the film takes a satirical swipe at “Big Shave,” while exploring the Swedish concept of “lagom”.
