Armoury couldn’t be more excited to 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.

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Will 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, Will'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.

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Across subjects ranging from youth culture and sport to food and fashion, Will consistently delivers
work that balances aesthetic sophistication with genuine human connection.

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Managing Director Matt Hichens says,
"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."

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New signing Will says,
"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."

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