Los Angeles-based creative production company B-Reel Films has signed directing duo awesomenessness – also known as husband-and-wife team Johanna and Kalle Hellzén – and director Lubos Vacke.

Awesomenessness is known for creating “visually captivating, unique, and character-centric comedic works,” according to B-Reel. They do this “by infusing artificial intelligence into their creations, masterfully striking a balance between edgy and enchanting narratives.”

"Becoming colleagues with the gang at B-Reel Films feels like coming home to us. Their trailblazing creativity in technology, art, and storytelling marries perfectly with our essence of 'awesomeness',” said Kalle Hellzén in a statement. “More than a collaboration, this is a reunion of like-minded pioneers eager to delve into the unknown."

Kalle made his directorial debut with the Nike campaign “Let's Talk Running,” starring Paul Tergat, directing the project while he was art director at Wieden + Kennedy. Kalle continued directing at Acne Production when he became creative director for their digital department. He soon became a partner at Acne upon the company's transition to the U.S. This was followed by leading creative roles at GS&P, Toca Boca, R/GA and 180.

Johanna, Kalle's creative counterpart and life partner, leverages her media and legal background. She crafts awesomenessness' meticulous looks and worlds through generative artificial intelligence.

Kalle also paints in oils and acrylics and creates digital art. 

Lubos Vacke, who also is joining the B-Reel Films roster, has worked with such brands as Nike, Canon, VW and Pepsi. One of Vacke's most recent projects is a music video for dné titled, “Traps In My Feed.” 

“The email I received this summer from Michael McQuhae and Pelle Nilsson of B-Reel Films was a refreshing change. It wasn't some ad promising guaranteed enlargement or yet another tweak needed on a finished project, but an invitation that had me eagerly anticipating our next interaction,” Vacke said in a statement. “Beyond our shared perspective, I was genuinely captivated by their wealth of experience. The projects and vision that B-Reel Films champions align perfectly with my own beliefs and the direction I envision for the industry. I'm truly excited for the narratives we'll craft together in this next chapter."

"We are thrilled to welcome awesomenessness and Lubos Vacke to the family. Having known Kalle and Johanna for over 15 years, their amalgamation of storytelling, artistic vision, and tech innovation aligns perfectly with our vision,” said Pelle Nilsson, founder and partner of B-Reel Films. “And although my friendship with Lubos is relatively new, the excitement to represent such a skilled and modern storyteller is immense.”