Little Minx, a top-tier production company recognized on AdAge’s A-List in both 2022 and 2024, has added Swedish director Malin Ingrid Johansson to its roster for commercial representation in the U.S. Known for her nuanced and human-centered storytelling, Johansson has gained attention for her recent work with brands like Hinge and her award-winning short films.
Johansson’s latest commercial for Hinge, “The Moment I Knew,” created in partnership with agency Birthday, tells the heartwarming story of young couples finding love and leaving the dating app behind. Her ability to blend narrative with emotion has also shone through in her short film Deck 5b, which premiered at the Toronto International Film Festival (TIFF) and won the Best International Film Short Cuts Award. This follows her success with Madden (2023), a coming-of-age short that has made waves at AFI, Uppsala, and Göteborg film festivals.
Starting her career as a photographer and music video director in Sweden, Johansson eventually became a commercial director with Stockholm-based PINE. Her work for brands like H&M, IKEA, and Happy Socks showcases her ability to explore the intricacies of human experience in relatable, often quirky, ways.
“Malin took me by surprise,” said Little Minx Founder and President Rhea Scott. “She combines a powerful yet understated style with an eye for the strange and beautiful details that make us human. I’m excited to see where she takes her talent next.”
For Johansson, the move to Little Minx marks her first U.S. commercial representation, a step that she sees as an exciting new chapter in her career. “Rhea and Helen are a powerful team in the industry, and I’m thrilled to be joining Little Minx,” said Johansson, adding that she was inspired by the company’s success in both commercial and narrative filmmaking, including producing the Oscar-winning short film Logorama.
Drawing inspiration from real-life experiences, Johansson creates characters full of depth and nuance. For example, the Hinge commercial was based on real-life couples’ stories, and her award-winning short Madden was inspired by her own childhood. Johansson hopes to continue her work in both commercials and long-form content at Little Minx, with aspirations to direct a Super Bowl commercial.
As she embarks on this next phase of her career, Johansson aims to create work that resonates deeply with audiences. “I want to make work where people can see themselves with quirkiness and not take themselves too seriously,” she shared.
With her fresh perspective and commitment to authentic storytelling, Johansson is set to bring a new level of creativity to Little Minx, adding to its impressive legacy of compelling filmmaking.
Reel 360 News wishes Malin the best of luck at Little Minx.
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