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Directing duo Garra joins Armoury
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Led by Iris Vallés and Alex Olten, Garra is the creative union of two boundary-pushing talents whose backgrounds span photography, video, fashion, and art direction.
Armoury welcome Garra, a dynamic Barcelona-based directing duo, to the roster for UK representation.
Known for their visually arresting work across fashion, automotive, and commercial film, Garra bring a bold and distinctive voice to every project they touch.
Led by Iris Vallés and Alex Olten, Garra is the creative union of two boundary-pushing talents whose backgrounds span photography, video, fashion, and art direction. Born in Barcelona, Vallés honed her cinematic eye in Paris, developing a raw and emotionally charged visual language rooted in social awareness. Olten, also Barcelona-born, found her artistic footing in London’s fashion and music scenes before transitioning from creative direction into film.
Together, they bring a rare blend of artistic sensitivity and strategic vision, having directed campaigns for global brands like Nike, Netflix, Mango, Guerlain, and Coca-Cola, while collaborating with artists such as Aitana, Nathy Peluso, and Manuel Turizo. While proud to champion diverse perspectives, they push beyond categorisation with a gender-neutral name, Garra, meaning “claw” symbolising their strength, precision, and intent to leave a mark.
MD and EP Matt Hichens said: “The first time I watched Garra’s Vogue film featuring Dora I was hooked! effortlessly cool and the perfect mix of a brilliantly self aware fashion film and with healthy slice of the best bits of joyful promo.
Whether they’re crafting surreal fashion films, emotive jewellery campaigns or high-octane car commercials, Garra’s approach to every brief has a sharp eye for visual storytelling and a deep sensitivity to social and cultural context.
The result is an ever-evolving body of work that’s both technically striking and emotionally resonant, a powerful addition to Armoury’s creative lineup.”
