Felix Herngren, is the creative director and co-owner of FLX. Growing up in Stockholm, he early discovered that he was not a believer in God, but something else was calling – advertising. Felix started directing commercials for Mekano in 1990 and has been on the advertising scene ever since, creating hundreds of campaigns later for brands such as Poolia, DN and Länsförsäkringar. But outside the industry, with a fan base reaching beyond Swedish borders, Felix is famous for TV series and feature film hits such as Solsidan, the Hundred-year Old Man and Bonus Family. Maybe it’s his sixth sense when it comes to finding perfect castings that named him one of the best commercial directors in the world by the UK’s Gunn Report. Or his ability to punch up scripts to new levels. Or just the sum of it.