Emerald Pictures signs director Mitra

Emerald Pictures has announced the signing of Mitra to its directorial roster for US representation. 

Marked by memorable visuals that stay with audiences long after they’ve aired, says Emerald, Mitra is known for bold aesthetics, a sly sense of humour and playful storytelling.

Born in Latvia, Mitra began his career on the agency side, working as a copywriter and later as a creative director at BBDO, McCann Riga, Guilty Grey and Ogilvy. There, he helped shape campaigns for global brands including Samsung, American Express and Mars. After studying cinema in London he returned to Latvia, determined to move into directing. Pitching himself directly to agencies, he quickly built momentum and launched a career behind the camera.

Mitra’s work includes campaigns for McDonald’s, TELE2, Pētergailis, CSDD, Rimi, Cēsu Alus and Latvijas Loto, spanning everything from retail and telecom to consumer goods and banking. His films often play with retro textures, surreal twists, and carefully chosen casts, creating fresh and familiar stories, and his style carries across borders, making his work instantly engaging to audiences everywhere. 

“I’m excited to work in the US,” says Mitra. “After my first conversation with John [Duffin] and Mara [Milićević, Emerald Pictures' Co-Managing Directors], I knew Emerald was the right place. Their vision and values resonated with me. I believe in building genuine partnerships; they felt like people I could dive into any project with."

“Mitra grew up watching classic American TV and films, which influences his comedic sensibility, but his global perspective gives his work a unique edge," commented Milićević. "He has a rare gift for creating stories that land in under a minute, with just the right mix of wit, surrealism, and craft. Every frame he makes has purpose, and we’re thrilled to welcome him to Emerald.”