Herman is a commercial director with a strong background in scripted storytelling. He’s drawn to strong characters and creating a space on set where performances can feel natural and real. He works fast, is intuitive, funny and imaginative, with a strong sense of taste. That’s what gives his films their personality and makes the characters stay with you. He has directed commercials for brands including Busuu, Cullberg, EF, Hemköp, Hemköp, Keno, Libero, OKQ8, PWC, Renault, Sandvik, Svenska Spel, SVT, Visit Stockholm och Visit Sweden.