To say Nicolai Fuglsig goes deep into his work would be an understatement.

The Danish director is a former photo-journalist; he now directs commercials through Easy Films in Denmark and Outsider in the UK. His first film project, a 15-minute black & white documentary "Return Of The Exiles," took Fuglsig deep into the heart of war-torn Kosovo, following the exile of numerous ethnic Albanian families from their homes to refugee camps. Scenes of human tragedy (both on film and stills) are interlaced with nightvision and street-to-street footage leading up to the anguished return of the exiles to their ruined homes and dead brethren.

"I used to be in all the hotspots, I've been on assignments in lots of war areas where I used to work wearing a bulletproof vest," he says. "I moved into directing commercials because my style with docs had always been very filmic, as was my photographic style which was always very film noir, strong, dark black & white."

Next, he put himself squarely into action in a more commercially oriented situation via Levi's "Reel Revolution" project. "Possessed Jeans" is the product of Fuglsig's denim-centric doc based on Haitian voodoo practices. Amid chaotic street scenes and portrait-like close-ups of Haitian faces, Fuglsig weaves the tale of a voodoo priest who saves a young girl as told by an ancient taxi driver. Wildly edited (courtesy of English editor Alex Soskin) and shockingly graphic (the depicted ceremonies show priests biting the heads from chickens and houngans - or spirit vessels - being possessed by loa, gods of the Voodoo pantheon). A near hypnotic electro-tribal drum track builds and tears away with the action.

The main voodoo priest in the piece is a market banana vendor by day but, when performing his ceremonies, reverses his Levi's to reveal mystically adorned jeans covered in voodoo imagery. Fuglsig and his French-speaking assistant traveled to Haiti prior to the five-day shoot to look into the authentic voodoo.

"I cast real voodoo people I got in contact with through local voodoo priests in small villages," says Fuglsig. The same priests helped him design the transformed Levi's worn by the voodoo priest. They appear first when the priest rids a young woman of demonic possession, and again in an incredibly chaotic voodoo ceremony intersplicing the story line.

"I have a lot of respect for their religion and it was all completely real, like the head being bitten off of the chicken," he says, mentioning the only liberty he took was filming the voodoo ceremony on a beach not used to hosting such events.

"One hundred and fifty voodoo people came to this area where we shot an eight-hour ceremony. It took a long time for the houngans to get possessed by Loa spirits, then they went totally amok," he says. "And, we had no access to light for the ceremony, so it was lit by hundreds of car lights and security lamps from a jailhouse."

Recently, Fuglsig has directed spots for the British Army for Saatchi & Saatchi, Adidas for 180, Amsterdam and Coke for McCann Scandinavia.