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B-Reel Founding Partner Heads Back to the States to Lead Creative in L.A.

After spending the last two years in his native Sweden serving as chief creative officer at his production company B-Reel, Petter Westlund has returned to the U.S. to head up creative at the shop’s L.A. branch. Westlund co-founded B-Reel along with Pelle Nilsson and Anders Wahlquist in Stockholm back in 1999. Since that time, the prodco has not only worked on campaigns for major brands ranging from Google and Doritos to Evian and Adidas over the years, but has also opened up shop in New York, London, Berlin and, of course, Los Angeles.

Westlund’s first stint in the States involved opening up B-Reel’s NYC branch back in 2008. The founding partner will now be joined in L.A. by cohort Karl Ringman, who has been promoted to CD/creative technologist, as well as senior art director Mark Wheeler, who is relocating to the West Coast from B-Reel’s London office. Says Westlund’s partner-in-crime Nilsson, who serves as executive producer and oversees the L.A. office, “Petter is the original Swiss Army Knife of digital production. His creative direction, tech savvy and bang-on-target aesthetic has been paramount to B-Reel’s success.”

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