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Sweetshop Signs D.A.R.Y.L for Global Representation


D.A.R.Y.L have worked with brands including adidas, Audi, Bose, Converse and Diet Coke

Sweetshop Signs D.A.R.Y.L for Global Representation

Sweetshop have added the super talented directing duo D.A.R.Y.L to their global director roster. 

Global chairman and cofounder of Sweetshop, Paul Prince said, “I'm truly honoured that Edward and James have chosen Sweetshop as their global management team. I love the intimacy in their storytelling. Authentic human stories, beautifully told.” 

About the move, D.A.R.Y.L said ‘Sweetshop truly care about the work they make and put the creative first above everything. It feels like a perfect match-up and we can't wait to get started.` 

After meeting in Film School in England, Lovelace and Hall moved to London to attempt to survive off making music videos with little to no budget, luckily for all of us they quickly crossed into filmmaking and commercial work and the rest is advertising gold history, but yes we hear you, what's in a name? For those wondering about the origin of this seemingly random moniker, it is just that - random, at least to some extent. The story of Lovelace and Hall choosing a name as a duo stems from production companies worrying that clients would see them as being too young (starting out in their early 20s) with the duo picking the name of the 1985 film by the same name that they had watched the night prior. When asked about it Lovelace said, “it was completely random, we’re not even super sci-fi fans - it just seemed to stick.” 

The duo have found a real sweet spot in documentary filmmaking, in 2012 as directors and exec producers of KATY PERRY: PART OF ME 3D they gave the viewer V.I.P access to the superstar, EA ARTS called it “A backstage pass, front row seat, and an intimate look at the fun, glamourous, heart-breaking, sniping and honest mad diary of Katy.” The film went on to become the 11th highest grossing Documentary in the US Box Office history. 

Documentary filmmaking requires directors to get to the heart of the story, a skill which D.A.R.Y.L have in truckloads, and this translates seamlessly into advertising. Through a comprehensive understanding of how to capture a person on film, D.A.R.Y.L brings authenticity and humanity to any script. 

Lovelace and Hall describe themselves as ‘filmmakers who put human and family values at the forefront of our work, both on screen and how we work in our process.” and this is evident in their back catalogue of work, The duo have many notable projects including the hauntingly beautiful ‘Human Made Stories’ a Documentary series for Sky Atlantic which racked up a ton of awards and industry recognition (Cannes Lions, Tribeca Film Festival 2020, Creative Circle,) 

On top of their other projects D.A.R.Y.L have also worked on commercials for brands such as: Adidas, Audi, Bose, Converse, Diet Coke, Mercedes, Volkswagen and many more. Their work has consistently been awarded top industry accolades including, but not limited to; Creative Circle awards, British Arrows and D&AD. 

Lovelace and Hall have expressed their excitement for their future with Sweetshop, "We liked the idea of finding a group of people who had a global reach, but worked in an intimate, personal way. We want to be truly connected to the team we choose to work with, and at Sweetshop they had those exact same interests. They are a company that works in all corners of the world but somehow successfully operates as a tight knit family unit.” 

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Sweetshop AU, Thu, 09 Feb 2023 08:56:37 GMT