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Will Innes Smith is a director fluent in the unspoken language of sport — not the polished, PR-approved version, but the one shouted from terraces mid-season, whispered ten minutes before kick-off in changing rooms, and shared as wry conceived messages on the team’s WhatsApp. His films capture the humour, drama, and emotional charge of the game with an insider’s eye and a cinematic touch.
Often writing as well as directing, Will works across live action, CGI, AI, and animation — bringing together cultural authenticity and visual precision. It moves easily between the worlds of sport, lifestyle, and youth culture, always grounded in a sharp understanding of people and what drives them.
He’s collaborated with some of the world’s biggest brands — including Adidas, Nike, Sony PlayStation, FIFA, Expedia, and Sky — and a host of football clubs from the Big Six and beyond, creating campaigns that combine style, wit, and emotional depth. Whether celebrating the chaos of fandom or the quiet intensity of preparation, Will’s work is united by a genuine love of the game — and a passion for being among those who tell the stories of how it’s won and lost.
