On The Cusp, Longlist - Commercial

H&M, Beyond the Rainbow

Malin Ingrid Johansson


There are as many stories behind the rainbow flag as there are people in it and it was a true honor for me as a director to meet all the brave and beautiful ones in this campaign. People willing to share their stories to remind the viewer what’s beyond the rainbow. It couldn’t be more important to me to tell these stories with respect and care for the humans behind it. The foundation laid down for getting there was to create a safe space on set, especially since we shot most of this on remote from Stockholm with local teams all over the world - our interviews was made through a teleprompter in real time. Thanks to all our local teams (and of course - to the internet) which made this work out better than I could imagine.

Born and raised on a farm in the Swedish countryside Malin might be one of few directors who knows how to operate a tractor as well as a camera. Last year Malin was shortlisted for the Young Director Award in Cannes, in the category ”Changing the world frame by frame”. Malin started out as a stills photographer and worked as an Art Director at a leading Swedish advertising agency before transitioning to directing full time. Malin’s music videos for José Gonzaléz premiered on Pitchfork and she made the best performing spot in Sweden on Youtube with her film for The Swedish national center for education. Recently Malin directed Happy Socks Christmas Campaign with Macualy Culkin and Lindex Lingerie campaign that got a lot of love from the audience. Malin is considered one of the most exciting emerging young director talents in Sweden.