As we hit the halfway point in this year’s YDA Week, and in our Six Things About series, Danny Edwards, co-editor of shots magazine, turns his attention to Danish director, Martin Werner.

A previous Jury President of the YDA, Werner is one of Scandinavia’s most awarded and sought-after directors, helming work for brands including IKEA, Canal+, Heineken and Magnum.

In the interview Werner discusses how he was – and still is – inspired by the movies of Martin Scorsese and the commercials of fellow Scandinavian director Johan Camitz, who died in a tragic accident in 2000; how illicitly viewing his therapist parents’ patient videotapes helped him understand simple but powerful scenarios; and why it’s up to each director to be responsible for their own marketplace relevance.