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Will Innes Smith signs with Armoury London
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Known for his visually striking and emotionally resonant storytelling, Innes Smith brings a distinctive blend of style, craft and authenticity to his work across commercials, film, and television.
Armoury announce that acclaimed director Will Innes Smith has officially joined its roster.
Known for his visually striking and emotionally resonant storytelling, Innes Smith brings a distinctive blend of style, craft and authenticity to his work across commercials, film, and television.
Innes Smith is a writer-director whose work fuses cultural insight with cinematic precision. From conceiving and directing viral campaigns like the Sony PlayStation launch film to recently shaping part of FIFA’s World Cup 2026 campaign in film called High Volume, his storytelling is both emotionally charged and visually striking. Recognised by D&AD and the Royal Television Society, Innes Smith's films weave live-action, CGI, and animation into rich, layered worlds. Stories that move fast, hit hard, and linger long after they’ve played out.
Across subjects ranging from youth culture and sport to food and fashion, Innes Smith consistently delivers work that balances aesthetic sophistication with genuine human connection.
Armoury MD Matt Hichens said: "So pleased Will has agreed to join us here at Armoury. Will's attention to detail and the level of craft he brings to every project, is exceptional! It's like he has an amazing box of tricks at his disposal, from next level design to animation and motion graphics his knowledge and understanding of all these specialisms allow him to elevate and enhance all his work with a liberal sprinkling of visual treats and many easter eggs of added fun."
Innes Smith adds: "I’m absolutely delighted to be joining the roster of directors at Armoury London. From my very first conversation with Matt and the team, the connection felt as natural as it was exciting, one of those rare moments where everything just clicks. To now be part of such an inspiring group of directors is something I’m equally proud of and am looking forward to seeing my name amongst such a talented company."
"I can’t wait to get started under a new wing, with the support of such good people. Will’s signing with Armoury marks an exciting new chapter as he continues to push the boundaries of contemporary storytelling, bringing his unique creative vision to a broader global audience."
