An image from Doritos' Hotel 626 microsite, produced by B-Reel.

Digital production company B-Reel has expanded its roster of film directors and opened a commercial subdivision called B-Reel Films.

The company, which has earned industry accolades for Doritos' Hotel 626 microsite and Axe's 100 Girls campaigns, partnered with Swedish prodco St. Paul Film to launch the traditional film arm in its New York, London and Stockholm offices.

The move is partially in response to an increasing need for higher quality production values in interactive campaigns. "We've been seeing a lot of need from the agencies for us to have a more diverse and clear director roster," says Niklas Lindstrom, general manager and executive producer for B-Reel's New York office. "Agencies are saying, ‘Why should we give a film production to an interactive production company when we can go to a really well-known director?'"

In addition to Tom Malmros, who helmed both Hotel 626 and 100 Girls, the company will now represent Swedish directors Filip Tellander, Johan Perjus, Johan Kling, Kristian Petri and Tomas Alfredson, director of the critically-acclaimed vampire film Let the Right One In, in the United States, the United Kingdom and Sweden. B-Reel is also scouting for local directing talent in each respective market, as well as an executive producer for its New York office.

Lindstrom believes the expansion, combined with B-Reel's experience producing digital for a variety of platforms, will give B-Reel an edge over traditional production companies.

"There is so much tradition built into this whole industry," he said. "We can work with a traditional director and work with stuff that will be on a website, on a mobile platform on an interactive billboard... we can leverage that experience. I don't think a traditional production company that can do without partnering."

Producers from B-Reel and St. Paul Film join hands.

www.b-reel.com