AFOS (Attraction Film of Sweden)

What AFOS (Attraction Film of Sweden) does

AFOS (Attraction Film of Sweden) is a privately held creative production studio founded in 2009 and headquartered in Malmö, Sweden, with a six-person team operating as Owner/Director Andreas Troedsson, Production Manager Gustaf Andersson, and Creative Fredrik Stiber, supported by additional directors, writers, designers, and technologists. The company delivers bespoke cinematic storytelling, branded content, VFX and 3D animation, sound design, and post-production services for enterprise clients across multiple countries, including BMW Group Classic (Germany), IKEA (Sweden), SMEG (Italy), Saab, Malmö FF, Sparbanken i Karlshamn, Ecophon, Sigma, Wittra, Ballingslöv, AIM'N, Tareq Taylor x OnePan, AIM'N, SVT, and TUI. Differentiated technical capabilities demonstrated in client work include digital product visualization (creating products digitally before physical existence on the IKEA MITTZON project), VFX and 3D animation (MFF 2025 kit launch with Polaroid-memory motif), Cinebot robotic cinematography (SMEG kitchen products), and specially composed music with artists such as Familjen.

The company operates Studio2, an in-house production facility at Södra Bulltoftavägen 51 in Malmö equipped with blackout studios, control rooms, conference rooms, lighting setups, and podcast recording spaces, enabling end-to-end production from concept to delivery. Revenue is generated through project-based professional services on a quote basis, with no publicly disclosed pricing. The go-to-market is sales-led, relying on portfolio-based marketing through the company website, a 'Friends' page displaying more than 14 client logos for social proof, and direct engagement with brand managers, marketing departments, and creative agencies; the company has also collaborated with BBDO Nordics as an agency partner. AFOS is independently owned with no disclosed parent company, external investors, or funding rounds, and has earned Publishingpriset Silver, Magnet Awards 2024, and Designpriset recognition.

Name

AFOS (Attraction Film of Sweden)

Legal name

Attraction Film of Sweden

Website

https://attractionfilm.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

AFOS is a privately held, six-person creative production studio in Malmö, Sweden that delivers bespoke film, VFX, 3D animation, and branded content for enterprise clients including BMW Group Classic, IKEA, SMEG, Saab, and Malmö FF.

Ownership category

akta.pro rank

Headquarters

HQ city

Malmö, Scania

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Film and Content Production Services: AFOS generates revenue through bespoke film production, branded content creation, and creative services for enterprise clients. Projects span cinematic storytelling, interactive experiences, and branded content across various platforms.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

AFOS is a creative production studio that delivers end-to-end film and content production services for enterprise brands, including cinematic storytelling, branded content campaigns, product launches, and heritage films. The studio combines VFX, 3D animation, sound design, music composition, and post-production under one roof, supported by its proprietary Studio2 facility in Malmö. Projects are bespoke, project-based engagements rather than packaged products.

Product overview

AFOS (Attraction Film of Sweden) is a film production company offering a unified portfolio of creative services centered on cinematic storytelling, branded content, and interactive experiences. The company's core offering includes Studio2, their in-house creative production facility for film, photo, and podcast productions. Their portfolio spans client projects including BMW Group Classic heritage films, IKEA product showcases (MITTZON, Acoustics, TROTTEN, GAMING), Malmö FF sports content, and various other branded content for clients such as Smeg, Saab, Sigma, and Ecophon.

Differentiator

Problem solved

Functional benefit

Brands

• Studio2: A versatile creative space for film, photo, and podcast productions located at Södra Bulltoftavägen 51, 212 22 Malmö.

Products and services

• Cinematic Storytelling End-to-end film production services that create immersive, cinematic stories for enterprise brands, covering concept development, direction, production, and delivery across multiple platforms.
• Branded Content Custom brand and corporate video content production for enterprise clients, including product launches, heritage films, sports marketing, B2B communications, and sustainability messaging.
• Studio2 Production Facility In-house creative studio space with blackout studios, conference rooms, control rooms, lighting setups, and podcast recording facilities, available to support the firm's productions and external bookings.

Named customers14 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered core, major and minor.

• Studio2 (Studio TVA)coreStrategic or Co-development PartnerStudio2 is AFOS's own versatile creative production facility located at Södra Bulltoftavägen 51, 212 22 Malmö. It operates as a cutting-edge creative hub for film, photo, and podcast productions with state-of-the-art facilities including blackout studios, conference rooms, control rooms, lighting setups, and podcast recording spaces. The studio is presented as a key asset enabling the company's end-to-end production capabilities.
• BBDO NordicsmajorStrategic or Co-development PartnerAFOS collaborated with BBDO Nordics on the Sparbanken i Karlshamn campaign. BBDO served as the advertising agency handling creative strategy while AFOS handled full production from shoot to delivery including planning, casting, on-location filming, and complete post-production.
• PUMAminorGTM or Marketing PartnerPUMA is partnered with MFF (Malmö FF) for jersey supply. AFOS created the film for the 2024 MFF match jersey launch, which featured PUMA-branded content. This is an indirect partnership through client work.
• Familjen (Music)minorStrategic or Co-development PartnerAFOS collaborated with Swedish artist Familjen for the MFF shirt 2024 project, using a specially composed version of the song 'Malmö stad' to leverage music's evocative power for emotional storytelling.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Newcraft: Nordic creative agency and production company producing film, branded content and campaigns for enterprise clients. Directly comparable service offering and customer base.
• Flickorna Hillman: Stockholm-based creative film production company producing commercials and branded content for Swedish and international brands. Comparable mid-size Nordic production competitor.
• B-Reel: Stockholm-based creative production company producing films, branded content, and digital experiences for global brands (Google, IKEA, Spotify). Closest comparable in terms of Nordic enterprise brand work, integrated creative+production model, and award-driven positioning.
• HOB Content: Swedish content production studio creating branded films, commercials and digital content for major Nordic and international brands. Directly comparable in service offering, market positioning and customer profile to AFOS.
• Camp David Film: Stockholm-based production company producing commercials, branded films and digital content for enterprise brands. Comparable in scale, geographic market, and creative-services positioning.
• FLX (formerly Flxbl): Nordic production and post-production house producing commercials, branded content and films for enterprise clients. Comparable production-service scope, technical post capabilities and Nordic enterprise client roster.

Regional players

• Film i Väst: Swedish regional film production entity based in Trollhättan producing feature films, series and branded content. Comparable as a Swedish production-house competitor for regional and national brand work, though operating with public funding backing.

Others

• BBDO Nordics: Major Nordic advertising agency network and existing AFOS partner. Comparable as the front-end agency that briefs AFOS on enterprise campaigns; both serve the same Nordic enterprise clients but occupy different parts of the value chain.

Broad incumbents

• Stink Studios: Global creative production network with a Stockholm office producing film, branded content, and interactive work for enterprise brands. A larger, broader incumbent competing for the same enterprise RFPs that AFOS targets.
• Acne (advertising): Stockholm-founded creative agency with in-house production capabilities serving major enterprise brands globally. A broader, agency-side incumbent with overlapping capabilities in branded film production.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/attractionfilm-of-sweden

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AFOS (Attraction Film of Sweden)