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The Sweetshop is excited to announce the addition of director Alfredo Vidal to their roster for representation in the UK and Europe.

Vidal's 2020 Subaru commercial captivated audiences with its compelling narrative, earning shortlist recognition at the American Advertising Awards and AICP Awards, and made the 1.4 Awards longlist. His distinctive style is also evident in the 2023 music video for Ghost Gun, which garnered recognition at the UK Music Video Awards and the Berlin Commercial Film Festival.

Vidal's standout short, Homeless Talent, was recognised at the prestigious Berlin Commercial Awards, highlighting his ability to blend poignant storytelling with striking visuals. Vidal’s experiences growing up in the dynamic culture of Los Angeles are deeply embedded in his approach to filmmaking, continually pushing creative boundaries and exploring new narratives.

“Alfredo’s work is the perfect blend of the classical and the now. His camera language, use of format and rhythm are evocative of the new age of American cinema, but the perspective he brings and the themes he explores are unquestionably drawn from his life as a first generation filmmaker in contemporary LA,” says Morgan Whitlock, MD at The Sweetshop London.

When I first met with Morgan and Lucy, it felt like we were on the same wavelength. I always look for ambitious partners to keep pushing myself and my work. Joining the Sweetshop was a complete no-brainer,” says Alfredo Vidal. 

Alfredo’s signing follows the recent addition of next generation filmmakers Ataka51, Stella Asia Consonni and Dorothy Allen-Pickard, as well as The Sweetshop’s newly launched AI studio The Gardening.Club and marks another step in the company’s continued evolution.

See Alfredo’s work .