Luxury Is Not a Thing

Swedish director Natanael Ericsson is an award-winning director with a human-centred approach to storytelling.

After joining new—land as a Director’s Assistant, he quickly established himself as a director in his own right across commercial and documentary work. His work has been recognised with awards at Eurobest, Shots, and the Swedish Roy Awards, most recently winning a Bronze Lion at Cannes Lions 2024 for Telenor and Gold at the Swedish Design Awards 2023. Alongside his commercial work, his first short documentary Ali & Nina, about the much-loved Ali and Nina Boriri who run the last film lab in Scandinavia, premiered at the Göteborg Film Festival in 2020.