Gustav Sundström is a Swedish commercial director and co-founder of Business Club (Business Club Royale). In July 2026 he signed first U.S. representation with Business Club @ Serial Pictures for commercials, branded entertainment, and music videos, while remaining with Business Club in the UK and Sweden and rostered at Hooves, Akkurat, Dear Friend, and Lovo Films. His work for IKEA, Minecraft, Burger King, Visa, Plusnet, Superloop, Trident, Vigorsol, Clash Royale, Xero, and Audible stages surreal premises inside everyday reality, with humor that grows from naturalistic performance and slightly bent logic. Spots in circulation include Minecraft “Shape Your World,” IKEA “Eureka Spiritsis,” Superloop “Planking,” Visa “Robot Vacuum” and “Wild Forest,” Burger King “The Eternal Taste Test,” Plusnet “No Fluff,” and Trident “Shipping.” Coverage highlights impeccable casting, solid cinematography, soft lighting, and “bad magic” in ordinary worlds. Serial’s Violaine Etienne says his is a mind where “the most absurd idea in the room ends up being the smartest.” SHOOT cites multiple nominations including Best Commercial at the 1.4 Awards. He is based between Sweden and projects.