FRIEND has added director Pep Bosch to its roster. Pep is director who demonstrates a natural affinity with the underdog and tells stories with a combination of quirky, rueful comedy. 

The charm and warmth of his films are reflected in the man himself. He began studying photography and film, while also working in a toy factory where, in a parallel to his future career, his job was to turn the ideas of inventors into workable board games.

In his long career, Bosch has made ads for a host of multinational brands including VW, Audi, IKEA and Volvo. In these and others, Bosch’s commercials contain heart, wit and brains – and moments of surrealism – usually delivered in an understated narrative style that makes him such a distinctive voice.

Pep Bosch commented: “Sometimes clients ask me: ‘How are we going to grab the viewer’s attention from the beginning?’ I say: ‘If you have a special way to look at reality, and also the way you choose your character. Have a vision that’s different from everything else.’ I think that’s becoming needed more and more.” 

His reel is available here.