What Should I Do?

Erik Warolin is a Stockholm-based director working across commercials and narrative film, known for balancing considered visuals with a touch of human imperfection. He began his career as an agency creative before successfully bluffing his way into the drama department of Sweden’s national broadcaster, SVT (think the BBC, but colder). Immersed in the world of scripted television, he developed a directing style defined by strong storytelling, visual clarity and character-driven situational humour.

Known for capturing authentic performances and finding humour in people nudged just outside their comfort zone, he brings that curiosity for human behaviour to work for brands like ICA, Systembolaget, Unionen and LIDL. Additionally, his award-winning short films have screened at festivals around the world, including Clermont Ferrand and as the opening film at AISFF in Seoul.