It sounds like it could be a fear stage. My border collie went through many as a puppy where he would suddenly become afraid of normal things that he was always fine with.
Ignore it, ask your friend to ignore her so that he doesn't make it worse, and reward her if she seeks him out on her own, but don't push it otherwise. When you make a big deal about something the dogs are usually like "why on earth is my human being weird about this? Should I be afraid/more afraid?"
See if it doesn't fix itself within a few weeks.
Danielle, owner of...
Fraggle Rock Collars
Fraggle Vom Richcreek CGC CA
Red Dog's Reconnaissance Man CGC
General Patton Vom Winter Storm