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Sam Coleman joins Eleanor US
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With Coleman’s instinct for transformation and Eleanor's devotion to pushing creative limits, the partnership promises to be a bold, unstoppable force, one where taste, craft, and emotion meet in perfect harmony.
Eleanor announces that award-winning director Sam Coleman has joined its US roster.
Few directors see the poetry in precision like Coleman, whose work elevates the craft of every frame to its highest potential. He finds the human, intimate moments that feel disarmingly real even amid dazzling visual spectacle, bringing every story a step further.
“At the end of the day, my job is finding the best in a script and elevating it to be the absolute best it can be,” says Coleman. “Never letting a single second slip, every moment within a script becomes a doorway of possibility.”
It’s in those micro moments: the gust of wind that follows a protagonist into the bar, or the cowboy hat held close as a symbol of memory, that Coleman leaves his mark. His films don’t just move; they breathe. Each detail is intentional, each frame a choice that transforms craft into feeling.
In an era where only the extraordinary breaks through the noise, Coleman’s voice rises above it, cinematic yet deeply human. From the simple idea of time, he composes a black-and-white dance through the decades for Allen Grey’s Everything Comes Around. The film captures how patience, dedication, and artistry always find their reward. Under Coleman’s eye, light and shadow, silence and sound, ebb and flow in perfect harmony, a visual symphony that transcends the sum of its parts.
His film Khuphuka Nathi for Spotify Africa captures that same emotional purity. Rooted in Zulu identity and the power of music to connect generations, it’s a stirring ode to cultural pride and modern youth. “For Spotify, you might expect something sleek and stylized,” Coleman said. “But this story let me lean into a more narrative, emotional space, where I feel most at home creatively.” Shot across Durban and KwaZulu-Natal with nimble, handheld cameras, the piece balances intimacy and scale in equal measure. As Spotify’s Head of Marketing, Sithabile Kachisa, described, the film is “a love letter to Zulu-speaking listeners… about celebrating the pride, identity, and spirit of being Zulu.” Through projects like this, Coleman continues to champion the rise of Pan-African youth culture on the global stage, a movement he calls “undiscovered, hungry, and absolutely tireless.”
Energetic. Kaleidoscopic. Carefully curated yet instinctively rhythmic. Coleman’s work excels because he refuses to settle for good enough, every frame is pushed toward greatness. That drive electrifies the heart and soul of his storytelling.
His recent KFC Streetwise campaign is a perfect example, a rousing chain reaction of “original feeding original,” where originality feeds originality and collaboration becomes the story itself. “Sam has a truly unique vision with the ability to transform a script in a way that elevates the story,” said Grant Macpherson, KFC’s Chief Marketing Officer for Africa. “His remarkable eye for talent and craft enhances every piece of film he touches.”
In Superfrau for On Running, Coleman weaves performance and emotion together, juxtaposing Spirig’s athletic triumphs with her child’s drawings to tell a story of motherhood, ambition, and grace. The result is both poignant and deeply human, showing how he pushes even the most remarkable stories further through visual storytelling.
Before his acclaimed career as a director, Coleman’s eye for excellence was shaped by years as an esteemed Creative Director. From amplifying South African street culture to leading the Adidas Originals account at 180 Amsterdam and later joining Mother New York across Stella Artois and Tanqueray, his background in creative direction and fashion sharpened his instincts and refined his taste.
His storytelling has captured the attention of the industry’s most respected juries, including Cannes Lions, Clios, Ciclope, and D&AD, each recognising the precision and humanity that define his work.
“It’s the micro moments that make Sam’s craft amazing,” says Eleanor President Sophie Gold. “He crafts the hell out of every second. Nothing is missed.” “Eleanor's got a very refreshing voice,” adds Coleman. “It feels relevant, it feels disruptive. For me, signing with Eleanor is like stepping into the right bar.”
With Coleman’s instinct for transformation and Eleanor's devotion to pushing creative limits, the partnership promises to be a bold, unstoppable force, one where taste, craft, and emotion meet in perfect harmony.
