Supercluster Expands Baltic Presence with B.east Productions

Above: Gynel Sihhalijeva (left) and Helen Lõhmus (right)

​Supercluster Global has welcomed B.east Productions as its newest partner. Co-run by Helen Lõhmus and Gynel Sihhalijeva, the Tallinn-based company brings a wealth of experience and fresh creative energy to the network.

Helen is a multi-platform producer and creative director, serving both domestic and international productions. Her credits include ‘Dearest Sister’, an Oscar-nominated film in 2017, and the 2025 series ‘Von Fock’—the highest-budget Baltic drama to date. Alongside her production work, Helen is an active voice in the industry, sharing her expertise through lectures, panels, and festival juries.

Gynel complements Helen with hands-on experience spanning independent shoots and major global campaigns. Having worked with clients such as LG, Lidl, Porsche, Audible, Amazon Originals and BMW she thrives in balancing the creative demands of both narrative storytelling and fast-paced commercial production.

Together, Helen and Gynel position B.east Productions as a powerhouse of experience and innovation in Estonia’s creative scene. Now they are ready to connect and collaborate as part of Supercluster’s expanding global network.

Supercluster sat down with Helen and Gynel to talk about B.east’s creative philosophy, their standout projects, and what joining the network means for the future.

Q> B.east blends long-form storytelling with commercial production. How do you balance these worlds, and what do you learn from moving between them?

Helen and Gynel> Balancing long-form storytelling with commercial production means understanding the unique demands of each. In long-form, you have the space to build layers of emotion and depth, while in commercial work you need to capture attention and deliver clarity in a very short time. Moving between them teaches us discipline and adaptability.

Internally, we also talk a lot about who should jump on what project, because these worlds really do demand different things from a person. Sometimes you just want the pace and precision of commercial work, while other times craving nurturing long-form projects that unfold over months or years. Matching people to the right challenges is part of how we maintain quality across both worlds.

Q> Are there particular projects that you feel best represent B.east Productions’ identity and vision?

Helen and Gynel> Since B.east is just starting to build its presence in the commercial world, our TV series ‘Von Fock’ is a great example of what represents our identity and vision. One of the most ambitious TV-series ever made in the Baltics. Set in 19th-century Estonia, it combines a rich historical atmosphere with crime, intrigue, and aristocratic drama.

For us, ‘Von Fock’ shows that we can deliver complex, long-form storytelling at an international level— at the same time, the discipline and production values we honed on that project carry into our commercial work, making it a milestone that points to where B.east is heading.

On the commercial side, our first project was June’s Journey with the DOJO Agency, which we approached as a true co-production. That term isn’t common in advertising, but we believe it should be. Instead of the usual split between ‘main’ and ‘service’ production, we stay flexible—whether it means post-production comes from our side or creative input comes from the agency. What matters is open, honest collaboration, because that’s how you achieve the best quality at the best price.

Q> What motivated you to join Supercluster, and what do you hope this partnership will bring for B.east Productions as well as for the wider network?

Helen and Gynel> What motivated us to join Supercluster is the sense of community. We believe this is the new era for productions as the projects have to become leaner and thus the telephone game is no more efficient. Having partners we can turn to for advice or recommendations is incredibly valuable in an industry that can often feel cut-throat, finding like-minded allies isn’t always easy. Being part of Supercluster gives us the chance to expand our reach and team up with partners worldwide on exciting new projects.

Q> What are your ambitions for B.east Productions in the coming years, both locally in Estonia and on the international stage?

Helen and Gynel> On the commercial side our goal is to highlight our region's talents and bring these fresh interesting voices to a bigger stage as well as teaming up with agencies and production houses all over the world—proving that great work isn’t limited by geography. On the long-form side, we want to bring in more international projects as true co-productions with the true mindset of collaboration.