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Someplace Nice has signed director Karim Zariffa to its roster for live action representation in Canada, excluding Montreal.

Directing commercials since 2009, Montreal-based director Karim has lent his aesthetic flair to campaigns for YouTube, Meta, Heineken, Target, Toyota, Old Navy, Coca-Cola, DoorDash and Squarespace. Standouts include surreal choreography for Molbapa, adventures beyond the studio for Pennsylvania Tourism, and quick-witted comedy narratives for Google Fi.

Above: Karim's spot for Pennsylvania Tourism

Karim’s trademark is his vibrant and captivating visual style, with strong art direction and in-camera VFX. He now loves to bring his world outdoors and into real locations and infuse it with physical comedy or slick cinematography. This multifaceted, artistic approach is bolstered by Karim’s background in design, crafting with his collective, Field Experiments, and sculpting under the name Karim Charlebois.

Above: Karim's spot for Doordash

Karim comments, “I’m excited to join Someplace Nice, especially since I’ve never had representation in Toronto before. For the past 12 years, I've been with 1stAveMachine, representing me globally, but many people don’t know I’m Canadian and based in Montreal. I've known the team at Someplace Nice for many years now, and I'm excited to officially join their roster. The team is smart, creative, and just as eager as I am to bring my vision and experience to the Canadian market.”

Chilo Fletcher, executive producer at Someplace Nice, adds, “We are thrilled to have Karim on board as a local Canadian director – his exceptional creative sensibilities and detailed production design are next level and his boundless talent truly sets him apart. It’s through our longstanding relationship with Hestyreps that we’ve been able to build a relationship with Karim and we're excited to announce that Karim has joined our roster as a local director.”

Estelle Weir, executive producer at Someplace Nice, adds “I’ve been following Karim’s work for years and have always found it inspiring. When the opportunity came through Hestyreps to represent Karim directly, Chilo and I jumped at the opportunity.”