Dutch candy brand Look-O-Look has taken a bold leap into the absurd with its latest campaign — a surreal and joyfully chaotic ad that transforms the daily grind of office life into a candy-fueled fever dream. Directed by Magnus Renfors and produced by creative studio HOBBY, the film invites viewers to escape the seriousness of adult life and indulge in the unexpected.
The story begins in a mundane office, where a mysterious portal suddenly opens, catapulting a group of unsuspecting colleagues into a parallel dimension where logic takes a backseat and imagination runs wild. From monster truck-wheeled roller skates to a disco ball-headed manager and a man whose hand turns into a puppet version of himself (which, naturally, spawns more puppets), the ad is a masterclass in controlled chaos.
“Life is serious enough,” said Joris Bellemakers, senior creative copywriter at Selmore, the Amsterdam-based agency behind the campaign. “With Look-O-Look, we want to create surprising, exciting, and bold candy experiences. Awaken your senses, spark your imagination, and… go all out!”
Director Magnus Renfors, known for his eccentric visual style, was a natural fit for the project. “Look-O-Look has always embraced zaniness in its commercials,” said HOBBY executive producer John Gerard. “We knew right away this idea would be perfect for Magnus’s uniquely offbeat eye.”
Adding to the behind-the-scenes fun, the crew surprised Renfors with his own puppet doppelganger — complete with a miniature Metallica T-shirt. “That was so sweet!” said the director. “For my kids, having a puppet version of me is the coolest thing ever. Though I was actually team Guns N’ Roses in the ’90s, but hey, the logo worked!”
The shoot, initially planned for Tbilisi, Georgia, was relocated at the last minute due to regional unrest. Thanks to swift coordination by production partner 23/32, the team seamlessly pivoted to Sofia, Bulgaria. Several key members of the crew, including the set designer, prop artists, cinematographer, and production leads, were Ukrainian.
“There are so many incredible film professionals now living in exile,” noted Renfors. “They’ve always been a core part of European film production. This collaboration, even if small, was a way to show continued solidarity with Ukraine. It’s vital that we stand with them for as long as needed.”
For both Renfors and the Selmore team, it was their first experience filming in Bulgaria — an experience they described as unexpectedly delightful. “We discovered an appreciation for the local banitsa and, unsurprisingly, the local wine too,” joked Gerard.
With its infectious energy, visual absurdity, and unexpected heart, the Look-O-Look campaign is a reminder that sometimes, the best way to stand out is to let go — and get a little weird.
