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Date Feb. 11, 2013

London, UK






Generator is very pleased to announced that we have signed the very talented Rúnar Ingi to our current roster of directors.


Rúnar is a Reykjavik native, his career in the industry began at the age of 18 in the role of PA, ascending up the ranks to line producer and assistant director working on both domestic and international projects. 


Simultaneously, he also directed music videos using short ends from commercial productions. He was able to grade at The Mill in London, an experience that he cites as a big inspiration - working with world class colourists brought him closer to the craft. Rúnar also directed two award winning short films, collecting an EDDA (Icelandic Film Awards) for Best Short Film from a Young Director, and then going on to direct a documentary featuring young people from Iceland and Uganda.


His main goal has always been to direct commercials, and that aspiration was fully realised when he directed his first commercial for VR 'Let's Lift The Spell PSA', from which an IAA (Icelandic Advertising Awards) nomination swiftly followed. Since then Rúnar has gone on to direct well received spots for Nike & Össur, Ikea, 66°North, Unicef and more, his enthusiasm for character driven scripts that feature a human element emerging as a central theme. His latest commercial for Prince Polo shows another side to his work, one that features a captivatingly layered and quirky eye for visual detail -  Shots agreed making him a Contender for December 2012.


'Commercials are just a language that I understand and feel comfortable with, and also enables working with different styles and places. It's just something that's fascinated me for a very long time.'


It's safe to say we're rather chuffed here at Generator to have such an exciting talent join our roster. At only 27, Rúnar's focused ambition and organised creative thought single him out as a director to watch. Based on the impressive array of work already under his belt, we're very much looking forward to collaborating with him.