Henrik Rostrup - Director

Henrik Rostrup’s journey into filmmaking began after years spent chasing a dream of becoming a professional mountain biker and athlete. After competing on the international circuit, he made a pivotal decision to trade in his racing career for a camera, focusing on capturing the sports he loved from behind the lens. His early work in action sports filmmaking quickly became legendary, with the ski film Teddybear Crisis earning a cult following online. The film, which captured the revolutionary spirit of freeskiing at the time, was later voted the 3rd best ski film of all time by Outside Magazine.

Athleticism and worldwide travel served as the catalyst for what eventually became a multifaceted professional career: as an agency creative, as founder of production company Atlas, and ultimately as a director. He has since led high-profile campaigns for premium brands like Audi, Vodaphone, Montblanc and Reebok, starring international international superstars Lionel Messi and Hugh Jackman. More than an artistic thinker, Henrik is known for finding focus and organization within high-stakes, complicated, often unpredictable production scenarios. In fact, he enjoys it. He works just as intuitively as he does strategically, making him an instant trusted friend of agencies, brands and artists alike. To Henrik, strategy is just as important (and invigorating) as the whoa-inducing action scenes you might see in the final film. In Henrik’s eyes, a film’s meaning is less about final picture than it is about the visceral experience. He approaches every project with an openness and willingness to adapt; to hear, and attempt, the ideas of the tight-knit team around him. You could say his process is authentic — but he doesn’t use that word.