See Alter Ego Jonas Åkerlund's film for H&M starring Robocop Joel Kinnaman

Posted by Craig Grobler on Google+ On Monday, October 29, 2012

Jonas Akerlund Alter Ego H&M while back I posted Sofia Coppola's advert for Marni at H&M prior to that I posted Jonas Åkerlund's Girl Panic music video for Duran Duran, in an odd turn of events Jonas Åkerlund has created a short film called Alter Ego for H&M's Fall Collection.

Watch Wim Wenders & Anthony Dod Mantle's advert for Stella Artois Watch Wim Wenders & Anthony Dod Mantle's advert for Stella Artois
Watch Tarsem Singh's advert for the Sony Xperia Z Watch Tarsem Singh's advert for the Sony Xperia Z
Watch Jonas Åkerlund's advert for H&M Watch Jonas Åkerlund's advert for H&M
Watch Guy Ritchie advert for H&M Watch Guy Ritchie advert for H&M

Using the neon lit backdrop of late night/early morning London our protagonist, played by Joel Kinnaman is under going an American Psycho inspired crises of identity as he cruises the back streets of London in a black cab.

I love the dark blue tints/filters used to give London an electric blue feel. It seems Jonas Åkerlund explores themes of identity tapping into the zeitgeist that the economic turmoil has spawned, leaving men wondering or even reevaluating their role in the world. Åkerlund brings the synchronicity of this to the fore by alluding in the orchestral strains of Sergei Prokofiev’s Dance of the Knights most recognisable as the theme for Lord Sugar’s The Apprentice as well starting the film showing storm clouds over the city’s old financial hub. Look out for cameo appearances from Pixie Geldof.

H&M Jonas Akerlund Alter Ego
H&M Presents Jonas Akerlund's Alter Ego
Jonas Akerlund Alter Ego
H&M Presents Jonas Akerlund's Alter Ego
Alter Ego Joel Kinnaman Pixie Geldof
Jonas Akerlund Alter Ego starring Joel Kinnaman and Pixie Geldof
Video: Jonas Åkerlund Film Alter Ego Fall Fashion Men

Åkerlund links the loss of identity with H&M’s 2012 men’s Fall collection whose theme is - customise to create your unique look (and identity) or the potential for every man to create his own style.

Åkerlund has directed music videos for the likes of Madonna, U2, Rolling Stones, Beyonce, Pink, Jennifer Lopez, Metallica, Paul McCartney, Ozzy Osbourne, Robbie Williams, Christina Aguilera, Smashing Pumpkins, Lenny Kravitz and Maroon 5 to name a few. His music video work has earned him several Grammy Awards, MTV Awards (including Best Director) and the prestigious MVPA Hall of Fame Award. As recently as late 2009 he won a coveted MVPA for the music video for Lady Gaga's “Paparazzi”.

He has directed television commercials for the likes of Dior, Dell, Volkswagen, Virgin, Coca Cola, Smirnoff, Ikea, Panasonic and Adidas, amongst others. In 2008 he directed the inaugural William Rast commercials, featuring Justin Timberlake. His recent series of colorful commercials for Swiftcover, featuring Iggy Pop, created a big stir in 2009 and continue to do so into 2010. His commercial work has earned Addy, Cannes Gold Lion and Cannes Grand Prix awards

His first feature film, “Spun”, starring Jason Schwartzmann, Brittany Murphy, John Leguizamo, Mena Suvari and Mickey Rourke premiered at the 2002 Sundance Film Festival. Jonas' most recent film, “Horsemen”, starring Dennis Quaid and Zhang Ziyi was financed by Mandate Pictures and produced by Michael Bay's Platinum Dunes.

Alter Ego 
Director: Jonas Akerlund
Agency: Strange Cargo
Producer: Anna Olsson
Prod Co: RAF Films
Producer: Eva Tempelman
Editorial Co: jump
Editor: Luis Moreno
EP: Alexandra Leal

Jonas Åkerlund’s website can be found here:  



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