CANADA welcomes BABYBABY.

6 August 2026

As international interest in the pair grows, it's Swede relief for CANADA as the company signs BABYBABY (Josefin Malmén and David Strindberg) for UK and US work.

Swede relief for CANADA as it signs BABYBABY (Josefin Malmén and David Strindberg) for UK and US work. Born from a couple of drinks at a bar, BABYBABY are the toast of Swedish brands like Estrid, Vakna, and JOM. As international interest in Malmén and Strindberg grows, CANADA felt it was the right time to swoop in.

London MD Marta Bobic says: "We've been fans of Josefin and David's work for a while and are equally big fans of them as people. They are impressive filmmakers and brilliant writers: clever, funny, and wonderfully weird with a serious approach to craft. It's rare to find their blend of skilled storytelling and fresh perspective, and we couldn't be more excited to welcome them to our London and Los Angeles rosters."

As for Malmén and Strindberg, HQ says they not only have eyes on more commercials, but also "longer-format projects that sit in their signature tonal space: somewhere between controlled chaos and precise stupidity". We hear it's lovely at this time of year.

If you're in the mood for a sinewy curio instead of a beach read, check out their 2020 short film 'Flex'. As Swedish bodybuilder Calle Bolund flexes his not-insignificant muscles, a distinctive VO delivers such gems as "I'm ARM-ageddon!" and "You're like the love child of Zeus and Thor: Zeu-hor!" Coupled with some warped VFX, this is a barmy blend of brains and brawn from CANADA's new arrivals.

If BABYBABY float your boat, call John Rooney on 020 3371 7652 or email john.rooney@canadacanada.com.