JUST THE FACTS: Age - 33; Hometown - Elsinore, Denmark; Education - geology and film science, University of Copenhagen, practical film course and BA from Surrey Institute of Art & Design, UK; Employ - repped by Roses Are Blue LA for the US since November, 2005.

PREVIOUS EXPERIENCE: Call Hasle the Accidental Ad-man. Having landed a producer gig at ITV after graduation, he saw a posting in The Guardian for a "TV producer". Turns out the ad, posted by Duval Guillaume Brussels, was for an agency TV producer. He went through most of the interview not knowing it was with an ad agency. He got the job and stayed for six years. With "directing always in the back of my mind" he took the plunge with a comedy spot for Dexia called "Typewriter" in late 2004.

BEST WORK: Last year's devastating Medecins Sans Frontières HIV/AIDS PSA "Human Ball" for Duval Guillaume through Caviar brought Hasle to previously uncharted personal territory - CG animation. "There are so many choices [with CG] - you can only hope that you've made the right ones."

HIS COMFORT ZONE: Hasle has the confidence to try anything once. "Saying this, even to me, sounds a bit pretentious, but what I like to do is work on good ideas."

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