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Production company Nice Shirt has announced that director Nadira Amrani is joining its roster for UK commercial representation.
A British Algerian director who works across commercials, film, and TV, Amrani first collaborated with Nice Shirt in 2020. Named in Forbes’ 30 Under 30 in 2022, she has directed commercials for brands such as Nike, Oppo, i-D, and Hugo Boss, as well as music videos for emerging UK artists. Her music video Higher Power for British rapper Avelino was nominated for a UKMVA, and Pressure for Bree Runway won three Creative Circle awards.
Drawing on her photography background, Amrani has a preference for shooting on film. Her entry into commercials was a visually engaging project for Nike’s first modest-wear collection. In addition to its online presence, the film was featured in Nike stores in collaboration with Azeema magazine, connecting with the British Muslim sports community. Her campaign for Hugo Boss, focused on the LGBTQ+ community, was also shot on film and accompanied by a medium format stills campaign.
Amrani’s first short film, Fly, premiered at the BFI London Film Festival in 2018 as part of the Film London Calling scheme. Since then, she has directed episodes of the supernatural fantasy Domino Day for the BBC and the BAFTA-nominated, RTS-winning Extraordinary, a comedy-drama for Disney+ and Hulu. Her one-off dramas for Channel 4, Consent and Mincemeat, explore themes of sex, relationships, and discrimination. Mincemeat was part of the BAFTA-nominated On the Edge series and marked her broadcast debut.
Amrani stated: “I am thrilled to be working with Nice Shirt films after collaborating on Oppo. It’s so great to sign with such a lovely company – they really are nice! I’m excited to work on diverse, engaging and fun commercials; I’m really looking forward to bringing my on-screen telly directing experience to the commercial world, and work on projects that draw on my comedy, actor-led, VFX and fashion experience.”
Nice Shirt EP Richard Martin commented: “Nadira and I met and bonded when an odd bit of serendipity found us working together with Eddie Redmayne, shooting in the usefully empty Tate Modern in the depths of Covid, while the client and agency watched on via Zoom. Nadira is a formidable all-rounder – comfortable working across sports, fashion, drama, comedy, documentary and special effects – bringing her storytelling instincts and a designer’s aesthetic to every project to which she turns her hands.”
Amrani is also an accomplished stills photographer, having worked on advertising campaigns for Hugo Boss, Nike, and Oppo, as well as album and single artwork for artists like Denai Moore and Japanese House.
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