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HOBBY director Magnus Renfors returns to the Rynkeby universe with a surreal gen z saga for the leading Danish fruit juice brand.

In ‘Frugtbrus’, fashion meets fairy tale on the dreamy shores of the North Sea as a mystical old man tries to share his worldly wisdom with the younger generation. Director Magnus had already worked with agency &Co. on 2024’s Find Your Thirst, the first installment in Rynkeby’s fresh new creative direction. This sequel celebrates the same sparkling blend of youthful energy, age-old wisdom, and a touch of unexpected magic.

“Last time we got lost in the enchanted forest and now it was time for an endless summer day on no man's beach in this spectacularly silly and lavish land of Rynkeby!” said Magnus.

"Rynkeby and &Co. came back to us with a follow up to the lovely and quirky saga of the Rynkeby youth,” said executive producer, Anna Bergström. “It was quite a challenge of a set up; a beach with rolling waves and a view of the sea to the horizon…shot in a studio in Stockholm in November."

Magnus and the team at HOBBY didn’t take this epic challenge lightly. “We sourced 14,000kg of special sand and transported it to the studio. The sand was lovingly (and manually) raked across the studio floor to create this inviting stretch of Danish Vesterhavet,” said HOBBY producer Frida Alexandersson. “And of course, it had to be painstakingly swept up and removed when filming wrapped!”

The team brought the sea to the studio too. “Not only did we relocate the most delicate southern sand, we also sliced a bit of the North Sea to create our pocket-sized ocean,” claims Magnus. “Then tenderly released it back into the waves to reunite with its salty friends!”

“Magnus has such a talent for making the surreal feel totally tactile and real”, said Alexandersson. “He even designed and built that amazing saxophone himself, crafting it by hand with real seashells. That’s Magnus for you!”

Magnus was delighted to step back into Rynkeby’s unique universe. “It’s weird and irrational as well as beautiful and delicious – the best kind of playful!” He said. “Skål to &CO for doing, and Rynkeby for daring!”