Trollbäck's Segerholt, Maples and Iverson.

VENICE BEACH, CA - Creative studio Trollbäck + Company (www.trollback.com) has recruited three industry veterans to head up its Venice Beach studio. The expansion is part of the company's mission to provide creative solutions to both east and west coast clients. The new additions to the LA team include executive producer Michele Maples, creative director Mattias Segerholt, and art director Nathan Iverson.

Prior to joining Trollbäck, Michele Maples produced visual effects for numerous commercials, including spots promoting Apple's iPod Shuffle and Toyota's Prius. Maples was also an executive producer at Riot in Santa Monica and subsequently, Stuart Waks & Company, a creative editorial boutique.

Creative director Mattias Segerholt began his career in Sweden with photography, and worked extensively in the US with agencies Wieden and Kennedy, and Modernista! for clients Nike, Coca-Cola, Gap, MTV, and GM/Hummer. He settled in Los Angeles as executive creative director of Seiniger Advertising, where his clients included Paramount, Sony and HBO.

Completing the team is art director Nathan Iverson, an LA native who most recently worked as a designer at R/GA, NY. There he contributed to projects for Nike, Ericsson, and Mercedes-Benz USA.

"Having Michele, Mattias, and Nathan become the core of our presence in LA is an integral part of the growth of the company," explains Jakob Trollbäck, president/founder. "The LA team will undoubtedly inform and embellish our work, creating the kind of new dialogue that is essential in making any creative endeavor artistically fresh."