MAMA joins The Sweetshop
The comedy directing duo signs for UK, Europe, Asia, Australia, and New Zealand representation.
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Expanding its comedy roster, The Sweetshop has signed directing duo MAMA for representation across the UK, Europe, Asia, Australia, and New Zealand.
Known for crafting surreal, visually striking worlds filled with talking dogs, rogue coffee machines, and inventive practical effects, MAMA has built a reputation for bold, absurdist comedy.
MAMA, made up of Mark Potoka and Matt Starr Spicer, started by writing and shooting their own spec ads, refining a style that balances sharp humour with cinematic craft. That hands-on approach has shaped their directing philosophy—focused on strong visual storytelling, inventive production techniques, and fearless comedy.
“We’ve been massive fans of MAMA for a while—their high-concept visuals, deeply funny performances, and moments of perfect madness,” said Morgan Whitlock, Executive Producer and Managing Director of The Sweetshop London. “I can’t wait to be on set as they keep creating these strange miniature cinematic universes where comedy and chaos reign supreme.”
The duo has brought their signature style of practical effects and surreal humour to campaigns for Geico, McCain, Monster, Extra Gum, and various spicy food brands.
Greg Fyson, Global Head of Director Development at The Sweetshop, added: “Sweetshop is very excited to have Mark and Matt join. We like the same things, laugh at the same things, and now, we’ll make great things. Welcome to the team, gents!”
On joining The Sweetshop, MAMA commented: “We kicked off our career with practical effects and cinematic dumb-funny comedy and never looked back. Signing with The Sweetshop is an exciting next step, and we can’t wait to wreak some beautifully crafted havoc in new markets.”
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