Max Sherman Joins Bacon's Commercial Roster After Standout Scania Campaign

Nov. 19, 2025

Since bursting onto the commercial film scene ten years ago, Max Sherman has turned crafty and clever comedy into his personal trademark. And after directing the recent Bacon-produced campaign for Swedish truck giant Scania, made with Stockholm agency Åkestam Holst, the Canadian filmmaker now joins Bacon’s roster for commercial roster for representation in Scandinavia and the Netherlands. 

Magne Lyngner, CEO and EP at Bacon said:

“We’ve been in talks with Max for a while as we really enjoy both his personal projects and commercial work, which is permeated by subtle humor, intelligence and cinematic tactility. The Scania project was the perfect test for a more steady collaboration, and we confirmed that Max is a pleasant guy to work with, strong in development and has a clear vision on set. Qualities we are sure can be put to great use in both Scandinavia and Amsterdam."

 

Originally hailing from Toronto, Max has proven his ability to elevate projects for clients like McDonald’s, Apple and HSBC as well as crafting passion projects with a wide audience from scratch over the past decade. Now, the writer and director is looking forward to adding a new chapter to his journey with a film house that’s been on his radar for a long time.

Max Sherman said:

"When I started directing, I completely obsessed over Norwegian television ads. I’ve followed Bacon’s work from a distance (in a totally appropriate way) for years. Joining them now feels like coming home to a country where no one remembers giving me a key."