Traktor is an enigma. The five directors use only

Traktor is an enigma. The five directors use only their first names and won’t even be identified in photos. Their work, they counter, speaks for them.

Juggling assignments from Coca-Cola, Levi’s, Iomega and TiVo, the Los Angeles-based team has been so busy, its members can rarely get together in the same room. It’s a more serious problem than for most commercial directors, considering the deep-seated philosophy of solidarity championed by the six Swedes and one Norwegian who comprise Traktor.

When storyboards arrive, Mats, Patrik, Pontus, Sam and Ulf (the five directors) and Richard and Ole (the two producers) view them together.