At your service
When Iceland closes its nursing homes, a dying artist discovers a deadly opportunity.
When Iceland’s government shuts down every nursing home, terminally ill artist Einar discovers a horrifying business opportunity: providing illegal euthanasia for families desperate to rid themselves of elderly relatives. As his underground enterprise grows, he transforms each killing into a work of art, believing he is creating a lasting legacy before his own death. But when he falls in love with Sigrún, a single mother haunted by secrets of her own, and her violent ex returns, Einar’s carefully constructed world begins to unravel. Blending suspense and biting satire, At Your Service asks what happens when compassion is replaced by convenience.
Producers' note
At Your Service immediately stood out to us because of its originality. Beneath its provocative premise lies a deeply human story that explores ageing, loneliness and the difficult choices people make when systems begin to fail. What first felt like an absurd “what if” scenario has become increasingly relevant as societies across Europe face ageing populations, growing pressure on healthcare systems and difficult conversations about dignity, care and responsibility.The project is structured as an Icelandic majority co-production with Estonia, whose creative and production expertise has helped strengthen both the film and its international potential. We believe this collaboration provides the right balance between artistic ambition and practical execution while creating opportunities for wider European partnerships.As producers, we are drawn to stories that challenge audiences while remaining emotionally engaging. Our ambition is to create a film that entertains, sparks conversation and travels internationally. Early discussions with industry professionals and distributors have confirmed that the project’s distinctive premise and timely themes resonate well beyond the Nordic region, reinforcing our belief that At Your Service has the potential to connect with audiences across Europe and internationally.
Director's note
At Your Service is a film about people who quietly carry impossible burdens while trying to convince themselves they are doing the right thing. Although the premise is provocative and darkly comic, I never want the audience to laugh at the characters. Instead, I want them to recognise themselves in them. The satire comes from the world they inhabit, not from judging the people within it.
My approach is rooted in realism. I want the performances to feel honest, restrained and emotionally truthful, allowing the absurdity of the story to emerge naturally. Working with the actors from an early stage will be essential to creating rich inner lives and relationships that make even the most unexpected situations believable. The film constantly balances humour, suspense and emotional vulnerability, inviting the audience to discover rather than be told what to think.
Visually, I am inspired by the tension and precision of 1970s cinema while giving it a contemporary Nordic expression. Carefully choreographed tracking shots, thoughtful compositions and a strong visual language will allow scenes to unfold naturally, with minimal interruption from editing. Every creative department from cinematography and production design to music will contribute to telling the story, creating a cinematic world that feels timeless, slightly surreal and unmistakably human.
Music plays a vital role in shaping the film’s identity. Rather than emphasising darkness, the score will be playful, elegant and subtly ironic, reinforcing the satire while allowing the emotional complexity of the story to breathe.
Over the past year, I have continued refining both the script and the production approach, simplifying locations and logistics to focus on what matters most: character, atmosphere and storytelling. My ambition is to create a film that is entertaining, thought-provoking and emotionally resonant, leaving audiences laughing, questioning and reflecting long after they leave the cinema.
Screenwriter's note
The idea for At Your Service was born during visits to my grandmother in a nursing home. Every time I left, I carried the same feeling: sadness and helplessness. I began asking myself difficult questions. As our societies grow older and our healthcare systems come under increasing pressure, how far are we from viewing elderly people as a burden rather than as human beings deserving of dignity and care?
From that question came the story of Einar, a young artist who, after learning he is terminally ill, begins offering illegal euthanasia to families overwhelmed by caring for elderly relatives. The premise is provocative, but the film is not about euthanasia. It is about loneliness, ambition, love, fear and the moral compromises ordinary people make when society begins to fail them.
Although deeply rooted in Iceland, the story reflects challenges shared by many countries. Across Europe, ageing populations, rising healthcare costs and changing family structures are forcing societies to confront uncomfortable questions about responsibility and human value. Rather than offering answers, I wanted to explore these issues through dark humour, suspense and satire, inviting audiences to laugh before realising they may be laughing at themselves.
Einar’s journey is also a reflection on the role of the artist. His desperate search to create something meaningful before he dies mirrors a universal desire to leave a mark on the world. As the story unfolds, his obsession with artistic legacy gradually gives way to a rediscovery of empathy and the value of human connection.
My ambition has always been to tell a bold, entertaining and emotionally honest story that challenges audiences without preaching. Beneath its dark comedy lies a simple question: what kind of society do we want to become, and what are we willing to sacrifice when convenience begins to outweigh compassion?
Biography
Guðný Guðjónsdóttir is an Icelandic producer with over 20 years of experience in film and television production, financing and international co-productions. She is the founder and CEO of Projects ehf. and previously served as CEO and CFO of Sagafilm, Iceland’s largest independent production company. Holding an MBA in International Business from San Diego State University, Guðný has produced and executive produced acclaimed drama, documentary and animation projects for broadcasters and platforms including Netflix, HBO, Channel 2, RÚV, Síminn, NRK, SVT, YLE and RTP. Her recent credits include Case, Descendants, Teachers’ Lounge, Icelandic Crime, Twenty Something, Fjord and Ormhildur the Brave. She is passionate about developing ambitious Nordic stories with strong international appeal and long-term audience potential
Profile
Projects ehf. is an independent Icelandic production company dedicated to developing and producing bold, distinctive films and television series with strong international potential. We focus on character-driven stories that combine artistic ambition with broad audience appeal, often exploring contemporary social issues through original, entertaining and emotionally engaging storytelling. Our slate spans scripted features, television drama and documentaries, with a growing emphasis on international co-productions. We actively collaborate with partners across Europe to strengthen the creative and financial potential of our projects and to expand their international reach. Our ambition is to create high-quality Nordic stories that travel across borders, connect with audiences worldwide and build lasting partnerships within the European film industry.