Director's Works
Banedanmark & Baest, Choose a Career Filled With Metal Martin Lundgaard
Martin Lundgaard Pedersen (1997) is a Danish director and editor, born and raised in the Danish countryside. He holds a Master’s degree in Film and Media Studies from the University of Copenhagen.
His work revolves around dynamic and conceptual storytelling, often using experimental visuals as the driving force of his films. With a strong background in editing, Martin brings a precise sense of rhythm, timing and technical knowledge into his directing. He always strives to pull the viewer out of everyday triviality by creating challenging, emotional and fascinating storyworlds.
Martin has directed several music videos and in 2024 his video Keep Forgetting for Guzo won Gold at the True Awards. Since then, he has turned his focus toward commercial work, directing campaigns for clients such as The Royal Danish Theatre, Carlsberg, and Banedanmark.
Being the son of a psychologist and a social healthcare worker, he has always been fascinated by the human condition and the countless ways it can be portrayed through subjective perspectives — using symbols, abstractions, and multifaceted imagery to explore how we perceive and interpret the world around us.
The Danish railroad network Banedanmark needed more engineers.
So the agency did some research.
Turns out, a lot of engineers listen to metal.
A lot.
Instead of overthinking it, they asked a very reasonable question:
What if recruitment was just metal?
They teamed up with Danish death metal band BAEST, dressed them in railway workwear, and dropped them into the world of Banedanmark.
It shouldn’t make sense.
But somehow it does.
If engineers like metal, make a metal recruitment campaign.
